Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies
Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.
ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.
A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.
A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.
Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.
Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).
ActiveCampaign
ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.
The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.
Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.
Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.
ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.
In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
Conversion in Marketing – From Prospect to Customer
The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.
The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.
Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.
The goal in marketing is to increase this rate through targeted measures. These include:
Optimization of User Experience (UX)
Clear Call-to-Actions (CTAs)
Trust-Building Elements such as customer reviews or quality seals
Personalized Content and Offers
Fast Loading Times and Mobile Optimization
Targeted A/B Testing to compare variants
In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.
Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
Customer-Based Marketing (CBM)
Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).
At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.
CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.
A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.
Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Asset Management System
In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).
What is a Digital Asset Management System?
A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.
A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.
Main Functions of a DAM System
A powerful DAM system offers a variety of functions that go far beyond mere storage:
Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.
Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.
Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.
Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.
Permission Management: User rights can be assigned individually to control access to sensitive content.
Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.
Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.
Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.
Benefits of a DAM System
The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:
1. Increased Efficiency
The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.
2. Consistent Brand Communication
Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.
3. Security and Protection of Digital Assets
DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.
4. Cost Reduction
By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.
5. Support for Global Teams
In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.
6. Better Use of Media Content
Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.
Typical User Groups of a DAM System
Various departments benefit from a Digital Asset Management System in different ways:
Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.
Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.
Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.
IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.
Legal Teams: Monitor compliance with usage rights and licenses.
On-Premises vs. Cloud-Based DAM
Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:
On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.
Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.
Hybrid models that combine the advantages of both options are becoming increasingly popular.
Selection Criteria for a DAM System
When selecting a DAM system, companies should pay attention to the following points:
User-Friendliness: An intuitive interface facilitates acceptance within the company.
Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.
Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.
Security Features: Data protection and IT security should meet the highest standards.
Support and Training: Competent customer service and training offerings support the successful implementation and use.
License Costs: Our systems have unlimited users, a clear advantage
Future of Digital Asset Management
The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.
Conclusion
A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.
Digital Strategy
A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:
1. Goals and Vision
A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.
2. Market Analysis and Competitive Research
A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.
3. Customer Experience (CX)
A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.
4. Technology and Infrastructure
Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.
5. Data and Analytics
Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.
6. Digital Marketing
Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.
7. Organizational Change and Culture
A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.
8. Agility and Innovativeness
In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.
9. Security and Privacy
As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.
10. Measurement and Evaluation
Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).
Implementation Examples and Success Stories
Example 1: Digital Strategy, E-commerce Company
A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.
Example 2: Digital Strategy, Traditional Retail Company
A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.
Challenges in Implementing a Digital Strategy
Implementing a digital strategy can be complex and challenging. Common challenges include:
Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.
Technological Complexity: Selecting and implementing the right technologies can be difficult.
Data Security and Privacy: Protecting sensitive data requires constant attention and resources.
Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.
Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.
Conclusion
A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.
Download format
A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.
Common Download Formats
Documents:
Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.
Images:
Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.
Audio:
Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.
Video:
Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.
Software and Archives:
Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.
Importance of Choice
The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.
GDPR
The General Data Protection Regulation (GDPR) – Basics and Significance
The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.
Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.
Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.
Affected individuals have extensive rights under the GDPR, including:
Right of access to stored data
Right to rectification, deletion (“right to be forgotten”) or restriction of processing
Right to data portability
Right to object to certain processing, e.g., for advertising purposes
For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.
The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.
For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
Generative Engine Optimization (GEO)
With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:
How do I ensure my content appears in the answers of chatbots and AI assistants?
This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.
Why GEO is becoming increasingly important
1. Changing search behavior
More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.
2. Declining click-through rates in traditional search results
Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.
3. Growing number of “Answer Engines”
Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.
How do generative models work and what does this mean for GEO?
Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”
They rely on two types of information:
Training Data – Content that has been integrated into the model (static, mostly not up to date)
Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)
GEO aims to be present in both training and retrieval processes.
GEO vs. SEO: The key differences
Aspect | SEO | GEO |
|---|---|---|
Target platform | Google, Bing, Yahoo | ChatGPT, Gemini, Claude, Perplexity etc. |
Optimization goal | Ranking on results pages | Integration into generative answers |
Ranking factors | Backlinks, keywords, page speed | Authority, clarity, structure, citability |
Output | List of links | Direct answer in natural language |
Metrics | Click rate, position, dwell time | “Named mentions,” answer mentions |
Strategies for successful GEO
1. Provide clear, citable information
AI models love structured, precise, and factually correct content. GEO-relevant content:
provides clear answers to frequently asked questions
includes well-structured sections and headings
utilizes lists, tables, bullet points
defines terms clearly and completely
2. Build expertise and authority
Generative systems prefer content from reliable sources. Relevant signals include:
Mentions on trusted websites
References in scientific or governmental contexts
Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)
3. Use of “Machine-readable Content”
Structured data formats such as:
Schema.org markup
JSON-LD
Open Graph Tags
allow machines to better understand and correctly assign content.
4. AI-friendly language and formats
Since AI has been trained on large amounts of human language, a generative wording style helps:
Use understandable language, avoid jargon overload
Avoid “keyword stuffing” in favor of natural text flows
Explicitly state frequently asked questions and their answers (“FAQ style”)
5. Timeliness and indexing
Ensure that:
your content is regularly updated
your website is publicly accessible and can be indexed by crawlers
ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)
GEO tools and metrics
As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:
Possible Tools
Perplexity AI: Which sources are being cited?
ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”
Search Engine Simulators: Simulate how generative models respond
Relevant metrics (forward-looking)
“Mention Rate” – how often is your brand/website mentioned in generative answers?
“Answer Visibility Score” – how present is your domain in AI answers?
“Citable Content Coverage” – how much of your content is clearly citable?
Risks and challenges of GEO
1. Lack of transparency
Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.
2. Delayed impact
Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.
3. Copyright issues
If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?
GEO in practice: Application examples
Example 1: Travel provider
A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.
Example 2: SaaS company
A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.
Conclusion: GEO is the new SEO
Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.
Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.
GitLab
GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.
We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.
1. Origin and Development
GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.
Today, GitLab is available in several versions:
GitLab Community Edition (CE) – the open-source version
GitLab Enterprise Edition (EE) – with advanced features for large enterprises
GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.
2. Main Features
GitLab offers numerous features that are divided into six core DevOps phases:
1. Plan
GitLab provides integrated project planning features, such as:
Issue Tracking
Milestones
Epics
Roadmaps
Kanban Boards
These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.
2. Create
The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:
Merge Requests (similar to Pull Requests on GitHub)
Code Reviews and Inline Comments
Branch Protection Rules and Access Controls
Web-based Editor
Snippets (sharing code snippets)
3. Verify
In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:
GitLab CI/CD with .gitlab-ci.yml configuration files
Pipelines that automatically start with each commit
Integration of Unit Tests, Build Processes, and Code Linting
Parallel Jobs and Dependencies
4. Package
GitLab supports its own package registries:
Container Registry (Docker Images)
Maven, npm, NuGet, and other package formats
Package management directly in the project context
5. Release
Here, GitLab can automate deployments:
Continuous Delivery (CD)
Canary Releases, Rollbacks, Blue-Green Deployments
Deployment Tags
GitOps Integration with Kubernetes
6. Configure & Monitor
GitLab can manage infrastructure code and monitor systems:
Infrastructure as Code (e.g., with Terraform)
Kubernetes Integration
Monitoring with Prometheus and Grafana
Incident Management
GitLab CI/CD in Detail
A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).
Typical process:
Developer pushes code
GitLab starts a pipeline
Jobs are executed (Build, Test, Analyze)
On success: automatic delivery or manual approval
Security and Compliance
Security is an integral part of GitLab. Even in the free version, basic security features are available:
SAST (Static Application Security Testing)
DAST (Dynamic Application Security Testing)
Dependency Scanning
Secret Detection
Container Scanning
License Compliance Management
These functions help to identify security issues early in the development process.
Benefits of GitLab
Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.
Open Source: The Community Edition is freely available and is actively developed.
Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.
Strong Automation: The CI/CD functions are among the most powerful on the market.
Scalability: From small startups to large corporations, GitLab can be scaled.
Challenges and Criticisms
Despite its strengths, there are also challenges:
Complexity: The multitude of features can be overwhelming for beginners.
Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.
User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.
License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.
Comparison with GitHub and Bitbucket
While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.
In brief:
GitLab: All-in-one platform, ideal for DevOps
GitHub: Focus on developer community, large reach
Bitbucket: Strongly integrated into the Atlassian ecosystem
Areas of Application
GitLab is particularly suitable for:
Software development projects of any size
DevOps teams that value automation and transparency
Companies with high security needs
Universities and educational institutions that work collaboratively
Open-source projects thanks to free hosting options
Conclusion
GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.
An alternative to GitLab is also Jira.
Google Ads
As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.
Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.
There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.
Please feel free to contact us.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.
Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.
How does Google Ads work?
The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:
Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.
Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.
Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).
Ad formats Google Ads offers various formats:
Text ads in Google search
Display ads (graphics) on partner websites
Shopping ads for e-commerce
Video ads on YouTube
App advertising in the Google Play Store and other channels
Benefits of Google Ads
High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.
Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.
Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.
Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).
Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.
Best practices for successful Google Ads
Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.
Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.
Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.
Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.
Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.
Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.
Common mistakes with Google Ads
Too broad keywords: This leads to too much scatter loss and high costs without conversions.
Missing segmentation: Without audience settings, the budget often goes to waste.
No optimization: Campaigns that are set up once and never adjusted rarely perform well.
Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.
Budgeting and costs
The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:
Low CPCs: from €0.10 (e.g., in niches)
High CPCs: over €5 (e.g., in finance or insurance)
It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.
Google Ads vs. SEO
Criterion | Google Ads | SEO |
|---|---|---|
Visibility | Immediate after campaign launch | Long-term buildup |
Costs | Ongoing costs per click | No click costs, but effort for content |
Control | High control, precise targeting | Less flexible |
Sustainability | Only as long as budget is available | Sustainable visibility |
Both methods have their justification and work particularly effectively in combination.
Conclusion
Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.
Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.
1. The History of HubSpot
HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.
This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).
2. The HubSpot Product Range
HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:
a) Marketing Hub
The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:
Creating and managing landing pages
Email marketing and automations
SEO tools
Social media management
Blogging and content creation
Lead capture and tracking
The goal is to convert visitors into leads and further develop them through targeted campaigns.
b) Sales Hub
The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:
Email tracking and templates
Meeting scheduler
Deal pipelines
Task and activity management
Proposal and contract templates
Sales automation
This allows sales employees to work more efficiently and focus on truly qualified leads.
c) Service Hub
This area is aimed at customer service and helps with the care of existing customers. Features include:
Ticket system for handling support inquiries
Knowledge base
Live chat and chatbots
Customer feedback tools (e.g., NPS)
Automated service workflows
The goal is to retain customers in the long term and increase their satisfaction.
d) CMS Hub
HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:
Drag-and-drop editor
Dynamic content based on visitor profiles
SEO optimization
Integrated analytics functionalities
Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.
e) Operations Hub
This hub is aimed at technical teams and ensures better data quality and integration. Tools include:
Data synchronization between platforms
Automated data cleansing
Workflow extensions through custom code
Integrations with third-party systems via APIs
3. The Core: HubSpot CRM
HubSpot's free CRM forms the basis of all activities. It offers:
Overview of contacts, companies, deals, and tasks
Real-time tracking of customer interactions
Pipeline management for sales and marketing
Automatic data capture from emails, calls, and forms
Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.
4. Inbound Marketing – The Core Idea
The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."
The method can be divided into three phases:
Attract – e.g., through blogs, social media, and SEO
Engage – through personalized communication, email marketing, and lead nurturing
Delight – through excellent service, customer loyalty, and referrals
HubSpot provides the right tools for each of these phases, from content creation to automated customer service.
5. Automation and Workflows
A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:
Welcome emails after registration
Lead nurturing tracks
Reminders for follow-ups
Automatic assignment of leads to sales employees
These automations save time and help to personalize communication with customers – without manual effort.
6. Reporting and Analytics
HubSpot provides extensive reporting tools. Users can:
Configure dashboards individually
Track conversions (e.g., from lead to customer)
Measure campaign successes
Evaluate sales performance
The data helps make informed decisions and continuously improve marketing and sales strategies.
7. Integration and Extensibility
Another advantage is the high compatibility with other systems. HubSpot offers:
Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)
Open APIs for custom adjustments
Native integrations with Google and Microsoft products
This allows HubSpot to be easily integrated into existing business processes.
8. Pricing Structure
HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.
For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.
9. Advantages of HubSpot
User-friendly: Intuitive interface, usable even without IT knowledge
Modular structure: Only the required hubs need to be activated
All from one source: No tool chaos, all data is centrally consolidated
Strong community: Thousands of tutorials, forums, HubSpot Academy
Regular updates: Continuous development and new features
10. Challenges and Criticism
Despite many advantages, there are also some weaknesses:
Costs: With increasing functional needs, HubSpot can become expensive
Complexity in scaling: Large setups require professional configuration
Customization limitations: Not all areas are 100% flexibly customizable
Strong dependency on the ecosystem: Migration to other platforms is cumbersome
Conclusion
HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!
Hunter in Sales
Hunter in Sales – The active seller on the hunt for new customers
In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.
The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.
A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.
In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.
At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.
Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.
Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.
The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.
Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
J
Jira
Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.
The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.
A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.
Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).
Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.
An alternative that we use is GitLab.
K
Keywords
Keywords, long-tail keywords, and focus keywords are central terms in the field of search engine optimization (SEO). They help to structure content in a way that makes it easier for search engines like Google to find and index it.
Keywords are terms or phrases that users enter into a search engine to find specific information. For website operators, it is important to incorporate relevant keywords into their content to increase visibility for appropriate search queries. Keywords should be placed meaningfully in both the text and in headings, meta tags, and image descriptions.
Long-tail keywords are longer, more specific search terms that often consist of three or more words. They tend to have a lower search volume than general keywords, but usually have a higher conversion rate. This is because long-tail keywords reflect more targeted search intentions. For example: while “shoes” is a general keyword, “red running shoes for women size 38” would be a long-tail keyword. They are particularly suitable for niche markets or to address more specific target audiences.
Focus keyword (also: focus key phrase) refers to the central keyword that a specific piece of content is optimized for. It should appear in the URL, the page title, the headings, and several times in the text – but without keyword stuffing. The focus is on relevance and natural integration.
The targeted use of these three elements significantly contributes to the SEO strategy. Good keyword research forms the foundation for successful content. Tools like Google Keyword Planner, Ubersuggest, or Ahrefs help to identify suitable keywords and long-tail keywords, thereby greatly improving discoverability in search engines.
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
Click-through rate
Click-Through Rate in Marketing – Metric for Attention and Interest
The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.
The formula is:
Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100
Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.
The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.
In various channels, the click-through rate plays an important role:
Email Marketing: How many recipients click on the link in a newsletter?
Search Engine Ads (SEA): How often do users click on a Google Ads ad?
Social Media Ads: How many users interact with a sponsored post?
Organic Search Results (SEO): How many users click on a search result?
To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.
Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
Local SEO
Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.
A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”
Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.
Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.
Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:
Clicks on ads
Conversions (e.g., purchases, registrations, downloads)
Leads (e.g., filled-out forms)
Engagements (e.g., comments, likes, shares)
The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.
We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.
Features of Performance Marketing
1. Search Engine Marketing (SEA & SEO)
Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).
Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.
Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.
Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.
Important Channels in Performance Marketing
SEA (Search Engine Advertising):
Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.
SEO (Search Engine Optimization):
Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.
2. Social Media Advertising
Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.
3. Display Advertising
Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.
4. Affiliate Marketing
In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.
5. Email Marketing
Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.
6. Influencer Marketing (performance-oriented)
Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.
Key Performance Indicators (KPIs)
Success in Performance Marketing is made measurable through clear KPIs:
CTR (Click-Through Rate): Ratio of clicks to impressions
CPC (Cost-per-Click): Cost per click on an ad
CPA (Cost-per-Acquisition): Cost per conversion
Conversion Rate: Proportion of users who perform a desired action
ROAS (Return on Ad Spend): Ratio of revenue to advertising costs
CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship
These metrics help optimize campaigns purposefully and use budgets effectively.
Advantages of Performance Marketing
1. Cost Efficiency
Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.
2. Measurability & Transparency
All activities are measurable in real-time. You know exactly which ad on which channel generates what return.
3. Targeted Deployment
Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.
4. Flexibility and Scalability
Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.
5. Quick Results
Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.
Challenges in Performance Marketing
1. High Competitive Pressure
Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.
2. Complexity
Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.
3. Dependence on Platforms
Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.
4. Data Protection & Tracking Restrictions
Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.
Performance Marketing Strategy: Here’s How
1. Goal Definition
What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)
2. Target Audience Analysis
Who is the target audience? What needs, channels, and digital touchpoints are there?
3. Channel Selection
Which channels are best suited to reach the target audience?
4. Ad Design
Ads must stand out, communicate a clear benefit, and urge action (call to action).
5. Tracking & Setup
Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.
6. Testing & Optimizing
A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.
Performance Marketing vs. Branding
Criterion | Performance Marketing | Branding |
|---|---|---|
Goal | Measurable actions (click, purchase, lead) | Brand awareness, trust |
Time Horizon | Short to medium-term | Long-term |
Budget Focus | Direct performance | Long-term brand building |
Measurability | High | Low (often indirect) |
Channels | Search engines, social ads, affiliate, etc. | TV, print, PR, YouTube, branding campaigns |
Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.
Conclusion
Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.
Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.
Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.
Person
Personas in Marketing – Making Target Groups Tangible
A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.
A well-developed persona includes far more than just demographic data. It encompasses among other things:
Name, Age, Profession, Education
Goals, Challenges, Wishes
Buying Behavior, Decision Processes
Media Usage and Information Sources
Typical Quotes or Statements
Values and Attitudes
Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”
Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”
Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.
It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.
In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.
Personalization
Personalization in Marketing – Relevance Creates Impact
Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.
In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.
The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.
A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.
It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.
Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
Product Title
Product Title in Marketing – The First Impression Counts
Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.
An effective product title serves multiple functions:
Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.
Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.
Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.
Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.
Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”
This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.
Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.
Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.
Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.
R
Rebranding
Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.
There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.
However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.
A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.
Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.
Reach
Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.
One distinguishes between organic reach and paid reach.
Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.
Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.
Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.
However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.
For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.
In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
Semrush
In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.
What is Semrush?
Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:
SEO (Search Engine Optimization)
Content Marketing
Competitive Analysis
PPC (Pay-per-Click)
Social Media Management
Market Research
PR and Link Building
With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.
Key Features of Semrush
1. Keyword Research
Keyword research is at the heart of any SEO strategy. With Semrush, users can:
Analyze search volume, competition, and CPC (Cost-per-Click) for keywords
Get keyword suggestions for long-tail keywords
Identify questions and related search queries
Track search trends over time
Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.
2. Competitive Analysis
Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:
Organic Traffic
Paid Traffic
Backlink Profile
Top Keywords
Visibility in Search Engines
This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.
3. On-Page SEO and Website Audit
A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:
Loading Times
Broken Links
Duplicate Content
Meta Tags and Alt Texts
Indexing Issues
After the scan, users receive concrete recommendations for addressing the issues.
4. Backlink Analysis and Link Building
Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:
Number and quality of incoming links
Referring Domains
Anchor Texts
New and Lost Links
The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.
5. Content Marketing Toolkit
Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:
Topic Research: Idea generation based on current trends
SEO Content Template: Guidelines for optimal content creation
Writing Assistant: Artificial intelligence to analyze text quality and SEO fit
Content Audit: Analysis of existing content regarding performance
These tools particularly help content teams create content that appeals to both users and search engines.
6. PPC and Ads Analysis
In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:
Keyword Research for Google Ads
Analysis of competitors' ads
CPC Estimation
Ads Preview
Creation of Ad Texts
This not only saves budget but also helps target relevant audiences more effectively.
7. Social Media Management
With Semrush's Social Media Toolkit, users can:
Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)
View performance data (reach, engagement, follower growth)
Compare competitors on social media
Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.
Pricing Models and Target Groups
Semrush offers three main plans:
Pro – for freelancers and small teams
Guru – for small and medium-sized businesses and agencies
Business – for large companies with extensive requirements
All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.
A free trial allows interested parties to try Semrush before purchasing.
Advantages of Semrush
Extensive Data Base: Very precise and comprehensive SEO and marketing data
All-in-One Solution: No need to combine multiple tools
Regular Updates: Continuous additions and new features
Reliable Support: Tutorials, webinars, help center, and live support
Good User Interface: Intuitive and clear, even suitable for beginners
Disadvantages of Semrush
Cost: Relatively expensive compared to simple SEO tools
Complexity: The array of features can be overwhelming at first
Limitations on Lower Plans: Limited number of projects or reports
Conclusion: Who is Semrush Suitable For?
Semrush is suitable for:
SEO Professionals and Agencies who need detailed analyses and reports
Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)
Content Strategists who wish to plan and optimize content based on data
Entrepreneurs and Startups aiming to grow strategically and improve their online strategy
For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.
Summary
Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.
dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
Master data
Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.
The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.
An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.
Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.
The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
Template
Templates in Marketing – Efficiency through Structure and Reusability
A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.
Templates are used in numerous areas:
Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.
Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.
Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.
Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.
Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.
The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.
Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.
Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.
U
UI/UX
UI/UX – User Interface and User Experience in Digital Design
UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.
UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.
UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.
The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.
Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
Mundpropaganda
/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth
Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.
Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.
WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.
In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:
Campaigns with influencers or brand ambassadors
Customer reviews and testimonials on websites
Referral programs with incentives (e.g., discounts)
Experience marketing that encourages positive word-of-mouth
The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.
WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
X
XCode
Xcode – The Development Environment from Apple
Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.
The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).
A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.
Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.
Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.
Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.
XML Sitemap
XML Sitemap – Importance and Function
An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.
A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.
Example structure of an XML Sitemap:
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://www.beispielseite.de/seite1</loc> <lastmod>2025-04-27</lastmod> <changefreq>weekly</changefreq> <priority>0.8</priority> </url> </urlset>
XML Sitemaps are particularly important for:
Websites with a very large number of pages,
new websites with few incoming links,
extensive e-commerce stores with frequent content changes,
Websites with hard-to-navigate page structures (e.g., dynamic content).
While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.
A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.
In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.
A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.
Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.
Target groups
Target Audiences in Marketing – The Key to Effective Communication
The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.
Target audiences can be segmented based on various characteristics, such as:
Demographic: Age, Gender, Educational Level, Income
Geographic: Place of Residence, Region, Country
Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests
Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency
In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.
The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.
Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.
Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies
Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.
ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.
A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.
A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.
Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.
Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).
ActiveCampaign
ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.
The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.
Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.
Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.
ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.
In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
Conversion in Marketing – From Prospect to Customer
The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.
The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.
Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.
The goal in marketing is to increase this rate through targeted measures. These include:
Optimization of User Experience (UX)
Clear Call-to-Actions (CTAs)
Trust-Building Elements such as customer reviews or quality seals
Personalized Content and Offers
Fast Loading Times and Mobile Optimization
Targeted A/B Testing to compare variants
In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.
Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
Customer-Based Marketing (CBM)
Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).
At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.
CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.
A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.
Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Asset Management System
In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).
What is a Digital Asset Management System?
A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.
A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.
Main Functions of a DAM System
A powerful DAM system offers a variety of functions that go far beyond mere storage:
Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.
Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.
Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.
Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.
Permission Management: User rights can be assigned individually to control access to sensitive content.
Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.
Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.
Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.
Benefits of a DAM System
The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:
1. Increased Efficiency
The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.
2. Consistent Brand Communication
Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.
3. Security and Protection of Digital Assets
DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.
4. Cost Reduction
By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.
5. Support for Global Teams
In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.
6. Better Use of Media Content
Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.
Typical User Groups of a DAM System
Various departments benefit from a Digital Asset Management System in different ways:
Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.
Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.
Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.
IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.
Legal Teams: Monitor compliance with usage rights and licenses.
On-Premises vs. Cloud-Based DAM
Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:
On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.
Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.
Hybrid models that combine the advantages of both options are becoming increasingly popular.
Selection Criteria for a DAM System
When selecting a DAM system, companies should pay attention to the following points:
User-Friendliness: An intuitive interface facilitates acceptance within the company.
Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.
Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.
Security Features: Data protection and IT security should meet the highest standards.
Support and Training: Competent customer service and training offerings support the successful implementation and use.
License Costs: Our systems have unlimited users, a clear advantage
Future of Digital Asset Management
The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.
Conclusion
A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.
Digital Strategy
A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:
1. Goals and Vision
A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.
2. Market Analysis and Competitive Research
A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.
3. Customer Experience (CX)
A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.
4. Technology and Infrastructure
Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.
5. Data and Analytics
Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.
6. Digital Marketing
Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.
7. Organizational Change and Culture
A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.
8. Agility and Innovativeness
In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.
9. Security and Privacy
As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.
10. Measurement and Evaluation
Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).
Implementation Examples and Success Stories
Example 1: Digital Strategy, E-commerce Company
A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.
Example 2: Digital Strategy, Traditional Retail Company
A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.
Challenges in Implementing a Digital Strategy
Implementing a digital strategy can be complex and challenging. Common challenges include:
Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.
Technological Complexity: Selecting and implementing the right technologies can be difficult.
Data Security and Privacy: Protecting sensitive data requires constant attention and resources.
Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.
Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.
Conclusion
A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.
Download format
A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.
Common Download Formats
Documents:
Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.
Images:
Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.
Audio:
Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.
Video:
Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.
Software and Archives:
Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.
Importance of Choice
The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.
GDPR
The General Data Protection Regulation (GDPR) – Basics and Significance
The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.
Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.
Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.
Affected individuals have extensive rights under the GDPR, including:
Right of access to stored data
Right to rectification, deletion (“right to be forgotten”) or restriction of processing
Right to data portability
Right to object to certain processing, e.g., for advertising purposes
For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.
The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.
For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
Generative Engine Optimization (GEO)
With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:
How do I ensure my content appears in the answers of chatbots and AI assistants?
This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.
Why GEO is becoming increasingly important
1. Changing search behavior
More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.
2. Declining click-through rates in traditional search results
Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.
3. Growing number of “Answer Engines”
Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.
How do generative models work and what does this mean for GEO?
Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”
They rely on two types of information:
Training Data – Content that has been integrated into the model (static, mostly not up to date)
Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)
GEO aims to be present in both training and retrieval processes.
GEO vs. SEO: The key differences
Aspect | SEO | GEO |
|---|---|---|
Target platform | Google, Bing, Yahoo | ChatGPT, Gemini, Claude, Perplexity etc. |
Optimization goal | Ranking on results pages | Integration into generative answers |
Ranking factors | Backlinks, keywords, page speed | Authority, clarity, structure, citability |
Output | List of links | Direct answer in natural language |
Metrics | Click rate, position, dwell time | “Named mentions,” answer mentions |
Strategies for successful GEO
1. Provide clear, citable information
AI models love structured, precise, and factually correct content. GEO-relevant content:
provides clear answers to frequently asked questions
includes well-structured sections and headings
utilizes lists, tables, bullet points
defines terms clearly and completely
2. Build expertise and authority
Generative systems prefer content from reliable sources. Relevant signals include:
Mentions on trusted websites
References in scientific or governmental contexts
Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)
3. Use of “Machine-readable Content”
Structured data formats such as:
Schema.org markup
JSON-LD
Open Graph Tags
allow machines to better understand and correctly assign content.
4. AI-friendly language and formats
Since AI has been trained on large amounts of human language, a generative wording style helps:
Use understandable language, avoid jargon overload
Avoid “keyword stuffing” in favor of natural text flows
Explicitly state frequently asked questions and their answers (“FAQ style”)
5. Timeliness and indexing
Ensure that:
your content is regularly updated
your website is publicly accessible and can be indexed by crawlers
ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)
GEO tools and metrics
As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:
Possible Tools
Perplexity AI: Which sources are being cited?
ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”
Search Engine Simulators: Simulate how generative models respond
Relevant metrics (forward-looking)
“Mention Rate” – how often is your brand/website mentioned in generative answers?
“Answer Visibility Score” – how present is your domain in AI answers?
“Citable Content Coverage” – how much of your content is clearly citable?
Risks and challenges of GEO
1. Lack of transparency
Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.
2. Delayed impact
Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.
3. Copyright issues
If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?
GEO in practice: Application examples
Example 1: Travel provider
A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.
Example 2: SaaS company
A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.
Conclusion: GEO is the new SEO
Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.
Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.
GitLab
GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.
We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.
1. Origin and Development
GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.
Today, GitLab is available in several versions:
GitLab Community Edition (CE) – the open-source version
GitLab Enterprise Edition (EE) – with advanced features for large enterprises
GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.
2. Main Features
GitLab offers numerous features that are divided into six core DevOps phases:
1. Plan
GitLab provides integrated project planning features, such as:
Issue Tracking
Milestones
Epics
Roadmaps
Kanban Boards
These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.
2. Create
The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:
Merge Requests (similar to Pull Requests on GitHub)
Code Reviews and Inline Comments
Branch Protection Rules and Access Controls
Web-based Editor
Snippets (sharing code snippets)
3. Verify
In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:
GitLab CI/CD with .gitlab-ci.yml configuration files
Pipelines that automatically start with each commit
Integration of Unit Tests, Build Processes, and Code Linting
Parallel Jobs and Dependencies
4. Package
GitLab supports its own package registries:
Container Registry (Docker Images)
Maven, npm, NuGet, and other package formats
Package management directly in the project context
5. Release
Here, GitLab can automate deployments:
Continuous Delivery (CD)
Canary Releases, Rollbacks, Blue-Green Deployments
Deployment Tags
GitOps Integration with Kubernetes
6. Configure & Monitor
GitLab can manage infrastructure code and monitor systems:
Infrastructure as Code (e.g., with Terraform)
Kubernetes Integration
Monitoring with Prometheus and Grafana
Incident Management
GitLab CI/CD in Detail
A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).
Typical process:
Developer pushes code
GitLab starts a pipeline
Jobs are executed (Build, Test, Analyze)
On success: automatic delivery or manual approval
Security and Compliance
Security is an integral part of GitLab. Even in the free version, basic security features are available:
SAST (Static Application Security Testing)
DAST (Dynamic Application Security Testing)
Dependency Scanning
Secret Detection
Container Scanning
License Compliance Management
These functions help to identify security issues early in the development process.
Benefits of GitLab
Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.
Open Source: The Community Edition is freely available and is actively developed.
Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.
Strong Automation: The CI/CD functions are among the most powerful on the market.
Scalability: From small startups to large corporations, GitLab can be scaled.
Challenges and Criticisms
Despite its strengths, there are also challenges:
Complexity: The multitude of features can be overwhelming for beginners.
Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.
User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.
License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.
Comparison with GitHub and Bitbucket
While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.
In brief:
GitLab: All-in-one platform, ideal for DevOps
GitHub: Focus on developer community, large reach
Bitbucket: Strongly integrated into the Atlassian ecosystem
Areas of Application
GitLab is particularly suitable for:
Software development projects of any size
DevOps teams that value automation and transparency
Companies with high security needs
Universities and educational institutions that work collaboratively
Open-source projects thanks to free hosting options
Conclusion
GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.
An alternative to GitLab is also Jira.
Google Ads
As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.
Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.
There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.
Please feel free to contact us.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.
Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.
How does Google Ads work?
The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:
Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.
Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.
Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).
Ad formats Google Ads offers various formats:
Text ads in Google search
Display ads (graphics) on partner websites
Shopping ads for e-commerce
Video ads on YouTube
App advertising in the Google Play Store and other channels
Benefits of Google Ads
High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.
Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.
Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.
Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).
Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.
Best practices for successful Google Ads
Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.
Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.
Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.
Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.
Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.
Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.
Common mistakes with Google Ads
Too broad keywords: This leads to too much scatter loss and high costs without conversions.
Missing segmentation: Without audience settings, the budget often goes to waste.
No optimization: Campaigns that are set up once and never adjusted rarely perform well.
Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.
Budgeting and costs
The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:
Low CPCs: from €0.10 (e.g., in niches)
High CPCs: over €5 (e.g., in finance or insurance)
It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.
Google Ads vs. SEO
Criterion | Google Ads | SEO |
|---|---|---|
Visibility | Immediate after campaign launch | Long-term buildup |
Costs | Ongoing costs per click | No click costs, but effort for content |
Control | High control, precise targeting | Less flexible |
Sustainability | Only as long as budget is available | Sustainable visibility |
Both methods have their justification and work particularly effectively in combination.
Conclusion
Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.
Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.
1. The History of HubSpot
HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.
This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).
2. The HubSpot Product Range
HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:
a) Marketing Hub
The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:
Creating and managing landing pages
Email marketing and automations
SEO tools
Social media management
Blogging and content creation
Lead capture and tracking
The goal is to convert visitors into leads and further develop them through targeted campaigns.
b) Sales Hub
The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:
Email tracking and templates
Meeting scheduler
Deal pipelines
Task and activity management
Proposal and contract templates
Sales automation
This allows sales employees to work more efficiently and focus on truly qualified leads.
c) Service Hub
This area is aimed at customer service and helps with the care of existing customers. Features include:
Ticket system for handling support inquiries
Knowledge base
Live chat and chatbots
Customer feedback tools (e.g., NPS)
Automated service workflows
The goal is to retain customers in the long term and increase their satisfaction.
d) CMS Hub
HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:
Drag-and-drop editor
Dynamic content based on visitor profiles
SEO optimization
Integrated analytics functionalities
Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.
e) Operations Hub
This hub is aimed at technical teams and ensures better data quality and integration. Tools include:
Data synchronization between platforms
Automated data cleansing
Workflow extensions through custom code
Integrations with third-party systems via APIs
3. The Core: HubSpot CRM
HubSpot's free CRM forms the basis of all activities. It offers:
Overview of contacts, companies, deals, and tasks
Real-time tracking of customer interactions
Pipeline management for sales and marketing
Automatic data capture from emails, calls, and forms
Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.
4. Inbound Marketing – The Core Idea
The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."
The method can be divided into three phases:
Attract – e.g., through blogs, social media, and SEO
Engage – through personalized communication, email marketing, and lead nurturing
Delight – through excellent service, customer loyalty, and referrals
HubSpot provides the right tools for each of these phases, from content creation to automated customer service.
5. Automation and Workflows
A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:
Welcome emails after registration
Lead nurturing tracks
Reminders for follow-ups
Automatic assignment of leads to sales employees
These automations save time and help to personalize communication with customers – without manual effort.
6. Reporting and Analytics
HubSpot provides extensive reporting tools. Users can:
Configure dashboards individually
Track conversions (e.g., from lead to customer)
Measure campaign successes
Evaluate sales performance
The data helps make informed decisions and continuously improve marketing and sales strategies.
7. Integration and Extensibility
Another advantage is the high compatibility with other systems. HubSpot offers:
Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)
Open APIs for custom adjustments
Native integrations with Google and Microsoft products
This allows HubSpot to be easily integrated into existing business processes.
8. Pricing Structure
HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.
For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.
9. Advantages of HubSpot
User-friendly: Intuitive interface, usable even without IT knowledge
Modular structure: Only the required hubs need to be activated
All from one source: No tool chaos, all data is centrally consolidated
Strong community: Thousands of tutorials, forums, HubSpot Academy
Regular updates: Continuous development and new features
10. Challenges and Criticism
Despite many advantages, there are also some weaknesses:
Costs: With increasing functional needs, HubSpot can become expensive
Complexity in scaling: Large setups require professional configuration
Customization limitations: Not all areas are 100% flexibly customizable
Strong dependency on the ecosystem: Migration to other platforms is cumbersome
Conclusion
HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!
Hunter in Sales
Hunter in Sales – The active seller on the hunt for new customers
In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.
The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.
A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.
In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.
At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.
Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.
Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.
The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.
Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
J
Jira
Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.
The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.
A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.
Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).
Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.
An alternative that we use is GitLab.
K
Keywords
Keywords, long-tail keywords, and focus keywords are central terms in the field of search engine optimization (SEO). They help to structure content in a way that makes it easier for search engines like Google to find and index it.
Keywords are terms or phrases that users enter into a search engine to find specific information. For website operators, it is important to incorporate relevant keywords into their content to increase visibility for appropriate search queries. Keywords should be placed meaningfully in both the text and in headings, meta tags, and image descriptions.
Long-tail keywords are longer, more specific search terms that often consist of three or more words. They tend to have a lower search volume than general keywords, but usually have a higher conversion rate. This is because long-tail keywords reflect more targeted search intentions. For example: while “shoes” is a general keyword, “red running shoes for women size 38” would be a long-tail keyword. They are particularly suitable for niche markets or to address more specific target audiences.
Focus keyword (also: focus key phrase) refers to the central keyword that a specific piece of content is optimized for. It should appear in the URL, the page title, the headings, and several times in the text – but without keyword stuffing. The focus is on relevance and natural integration.
The targeted use of these three elements significantly contributes to the SEO strategy. Good keyword research forms the foundation for successful content. Tools like Google Keyword Planner, Ubersuggest, or Ahrefs help to identify suitable keywords and long-tail keywords, thereby greatly improving discoverability in search engines.
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
Click-through rate
Click-Through Rate in Marketing – Metric for Attention and Interest
The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.
The formula is:
Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100
Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.
The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.
In various channels, the click-through rate plays an important role:
Email Marketing: How many recipients click on the link in a newsletter?
Search Engine Ads (SEA): How often do users click on a Google Ads ad?
Social Media Ads: How many users interact with a sponsored post?
Organic Search Results (SEO): How many users click on a search result?
To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.
Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
Local SEO
Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.
A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”
Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.
Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.
Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:
Clicks on ads
Conversions (e.g., purchases, registrations, downloads)
Leads (e.g., filled-out forms)
Engagements (e.g., comments, likes, shares)
The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.
We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.
Features of Performance Marketing
1. Search Engine Marketing (SEA & SEO)
Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).
Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.
Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.
Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.
Important Channels in Performance Marketing
SEA (Search Engine Advertising):
Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.
SEO (Search Engine Optimization):
Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.
2. Social Media Advertising
Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.
3. Display Advertising
Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.
4. Affiliate Marketing
In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.
5. Email Marketing
Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.
6. Influencer Marketing (performance-oriented)
Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.
Key Performance Indicators (KPIs)
Success in Performance Marketing is made measurable through clear KPIs:
CTR (Click-Through Rate): Ratio of clicks to impressions
CPC (Cost-per-Click): Cost per click on an ad
CPA (Cost-per-Acquisition): Cost per conversion
Conversion Rate: Proportion of users who perform a desired action
ROAS (Return on Ad Spend): Ratio of revenue to advertising costs
CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship
These metrics help optimize campaigns purposefully and use budgets effectively.
Advantages of Performance Marketing
1. Cost Efficiency
Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.
2. Measurability & Transparency
All activities are measurable in real-time. You know exactly which ad on which channel generates what return.
3. Targeted Deployment
Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.
4. Flexibility and Scalability
Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.
5. Quick Results
Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.
Challenges in Performance Marketing
1. High Competitive Pressure
Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.
2. Complexity
Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.
3. Dependence on Platforms
Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.
4. Data Protection & Tracking Restrictions
Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.
Performance Marketing Strategy: Here’s How
1. Goal Definition
What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)
2. Target Audience Analysis
Who is the target audience? What needs, channels, and digital touchpoints are there?
3. Channel Selection
Which channels are best suited to reach the target audience?
4. Ad Design
Ads must stand out, communicate a clear benefit, and urge action (call to action).
5. Tracking & Setup
Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.
6. Testing & Optimizing
A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.
Performance Marketing vs. Branding
Criterion | Performance Marketing | Branding |
|---|---|---|
Goal | Measurable actions (click, purchase, lead) | Brand awareness, trust |
Time Horizon | Short to medium-term | Long-term |
Budget Focus | Direct performance | Long-term brand building |
Measurability | High | Low (often indirect) |
Channels | Search engines, social ads, affiliate, etc. | TV, print, PR, YouTube, branding campaigns |
Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.
Conclusion
Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.
Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.
Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.
Person
Personas in Marketing – Making Target Groups Tangible
A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.
A well-developed persona includes far more than just demographic data. It encompasses among other things:
Name, Age, Profession, Education
Goals, Challenges, Wishes
Buying Behavior, Decision Processes
Media Usage and Information Sources
Typical Quotes or Statements
Values and Attitudes
Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”
Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”
Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.
It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.
In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.
Personalization
Personalization in Marketing – Relevance Creates Impact
Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.
In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.
The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.
A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.
It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.
Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
Product Title
Product Title in Marketing – The First Impression Counts
Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.
An effective product title serves multiple functions:
Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.
Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.
Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.
Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.
Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”
This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.
Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.
Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.
Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.
R
Rebranding
Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.
There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.
However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.
A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.
Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.
Reach
Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.
One distinguishes between organic reach and paid reach.
Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.
Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.
Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.
However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.
For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.
In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
Semrush
In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.
What is Semrush?
Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:
SEO (Search Engine Optimization)
Content Marketing
Competitive Analysis
PPC (Pay-per-Click)
Social Media Management
Market Research
PR and Link Building
With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.
Key Features of Semrush
1. Keyword Research
Keyword research is at the heart of any SEO strategy. With Semrush, users can:
Analyze search volume, competition, and CPC (Cost-per-Click) for keywords
Get keyword suggestions for long-tail keywords
Identify questions and related search queries
Track search trends over time
Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.
2. Competitive Analysis
Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:
Organic Traffic
Paid Traffic
Backlink Profile
Top Keywords
Visibility in Search Engines
This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.
3. On-Page SEO and Website Audit
A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:
Loading Times
Broken Links
Duplicate Content
Meta Tags and Alt Texts
Indexing Issues
After the scan, users receive concrete recommendations for addressing the issues.
4. Backlink Analysis and Link Building
Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:
Number and quality of incoming links
Referring Domains
Anchor Texts
New and Lost Links
The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.
5. Content Marketing Toolkit
Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:
Topic Research: Idea generation based on current trends
SEO Content Template: Guidelines for optimal content creation
Writing Assistant: Artificial intelligence to analyze text quality and SEO fit
Content Audit: Analysis of existing content regarding performance
These tools particularly help content teams create content that appeals to both users and search engines.
6. PPC and Ads Analysis
In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:
Keyword Research for Google Ads
Analysis of competitors' ads
CPC Estimation
Ads Preview
Creation of Ad Texts
This not only saves budget but also helps target relevant audiences more effectively.
7. Social Media Management
With Semrush's Social Media Toolkit, users can:
Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)
View performance data (reach, engagement, follower growth)
Compare competitors on social media
Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.
Pricing Models and Target Groups
Semrush offers three main plans:
Pro – for freelancers and small teams
Guru – for small and medium-sized businesses and agencies
Business – for large companies with extensive requirements
All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.
A free trial allows interested parties to try Semrush before purchasing.
Advantages of Semrush
Extensive Data Base: Very precise and comprehensive SEO and marketing data
All-in-One Solution: No need to combine multiple tools
Regular Updates: Continuous additions and new features
Reliable Support: Tutorials, webinars, help center, and live support
Good User Interface: Intuitive and clear, even suitable for beginners
Disadvantages of Semrush
Cost: Relatively expensive compared to simple SEO tools
Complexity: The array of features can be overwhelming at first
Limitations on Lower Plans: Limited number of projects or reports
Conclusion: Who is Semrush Suitable For?
Semrush is suitable for:
SEO Professionals and Agencies who need detailed analyses and reports
Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)
Content Strategists who wish to plan and optimize content based on data
Entrepreneurs and Startups aiming to grow strategically and improve their online strategy
For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.
Summary
Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.
dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
Master data
Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.
The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.
An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.
Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.
The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
Template
Templates in Marketing – Efficiency through Structure and Reusability
A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.
Templates are used in numerous areas:
Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.
Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.
Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.
Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.
Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.
The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.
Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.
Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.
U
UI/UX
UI/UX – User Interface and User Experience in Digital Design
UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.
UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.
UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.
The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.
Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
Mundpropaganda
/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth
Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.
Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.
WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.
In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:
Campaigns with influencers or brand ambassadors
Customer reviews and testimonials on websites
Referral programs with incentives (e.g., discounts)
Experience marketing that encourages positive word-of-mouth
The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.
WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
X
XCode
Xcode – The Development Environment from Apple
Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.
The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).
A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.
Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.
Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.
Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.
XML Sitemap
XML Sitemap – Importance and Function
An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.
A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.
Example structure of an XML Sitemap:
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://www.beispielseite.de/seite1</loc> <lastmod>2025-04-27</lastmod> <changefreq>weekly</changefreq> <priority>0.8</priority> </url> </urlset>
XML Sitemaps are particularly important for:
Websites with a very large number of pages,
new websites with few incoming links,
extensive e-commerce stores with frequent content changes,
Websites with hard-to-navigate page structures (e.g., dynamic content).
While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.
A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.
In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.
A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.
Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.
Target groups
Target Audiences in Marketing – The Key to Effective Communication
The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.
Target audiences can be segmented based on various characteristics, such as:
Demographic: Age, Gender, Educational Level, Income
Geographic: Place of Residence, Region, Country
Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests
Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency
In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.
The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.
Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.
Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies
Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.
ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.
A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.
A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.
Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.
Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).
ActiveCampaign
ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.
The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.
Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.
Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.
ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.
In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
Conversion in Marketing – From Prospect to Customer
The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.
The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.
Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.
The goal in marketing is to increase this rate through targeted measures. These include:
Optimization of User Experience (UX)
Clear Call-to-Actions (CTAs)
Trust-Building Elements such as customer reviews or quality seals
Personalized Content and Offers
Fast Loading Times and Mobile Optimization
Targeted A/B Testing to compare variants
In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.
Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
Customer-Based Marketing (CBM)
Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).
At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.
CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.
A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.
Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Asset Management System
In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).
What is a Digital Asset Management System?
A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.
A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.
Main Functions of a DAM System
A powerful DAM system offers a variety of functions that go far beyond mere storage:
Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.
Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.
Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.
Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.
Permission Management: User rights can be assigned individually to control access to sensitive content.
Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.
Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.
Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.
Benefits of a DAM System
The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:
1. Increased Efficiency
The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.
2. Consistent Brand Communication
Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.
3. Security and Protection of Digital Assets
DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.
4. Cost Reduction
By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.
5. Support for Global Teams
In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.
6. Better Use of Media Content
Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.
Typical User Groups of a DAM System
Various departments benefit from a Digital Asset Management System in different ways:
Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.
Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.
Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.
IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.
Legal Teams: Monitor compliance with usage rights and licenses.
On-Premises vs. Cloud-Based DAM
Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:
On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.
Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.
Hybrid models that combine the advantages of both options are becoming increasingly popular.
Selection Criteria for a DAM System
When selecting a DAM system, companies should pay attention to the following points:
User-Friendliness: An intuitive interface facilitates acceptance within the company.
Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.
Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.
Security Features: Data protection and IT security should meet the highest standards.
Support and Training: Competent customer service and training offerings support the successful implementation and use.
License Costs: Our systems have unlimited users, a clear advantage
Future of Digital Asset Management
The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.
Conclusion
A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.
Digital Strategy
A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:
1. Goals and Vision
A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.
2. Market Analysis and Competitive Research
A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.
3. Customer Experience (CX)
A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.
4. Technology and Infrastructure
Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.
5. Data and Analytics
Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.
6. Digital Marketing
Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.
7. Organizational Change and Culture
A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.
8. Agility and Innovativeness
In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.
9. Security and Privacy
As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.
10. Measurement and Evaluation
Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).
Implementation Examples and Success Stories
Example 1: Digital Strategy, E-commerce Company
A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.
Example 2: Digital Strategy, Traditional Retail Company
A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.
Challenges in Implementing a Digital Strategy
Implementing a digital strategy can be complex and challenging. Common challenges include:
Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.
Technological Complexity: Selecting and implementing the right technologies can be difficult.
Data Security and Privacy: Protecting sensitive data requires constant attention and resources.
Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.
Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.
Conclusion
A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.
Download format
A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.
Common Download Formats
Documents:
Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.
Images:
Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.
Audio:
Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.
Video:
Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.
Software and Archives:
Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.
Importance of Choice
The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.
GDPR
The General Data Protection Regulation (GDPR) – Basics and Significance
The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.
Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.
Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.
Affected individuals have extensive rights under the GDPR, including:
Right of access to stored data
Right to rectification, deletion (“right to be forgotten”) or restriction of processing
Right to data portability
Right to object to certain processing, e.g., for advertising purposes
For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.
The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.
For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
G
Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
Generative Engine Optimization (GEO)
With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:
How do I ensure my content appears in the answers of chatbots and AI assistants?
This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.
Why GEO is becoming increasingly important
1. Changing search behavior
More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.
2. Declining click-through rates in traditional search results
Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.
3. Growing number of “Answer Engines”
Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.
How do generative models work and what does this mean for GEO?
Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”
They rely on two types of information:
Training Data – Content that has been integrated into the model (static, mostly not up to date)
Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)
GEO aims to be present in both training and retrieval processes.
GEO vs. SEO: The key differences
Aspect | SEO | GEO |
|---|---|---|
Target platform | Google, Bing, Yahoo | ChatGPT, Gemini, Claude, Perplexity etc. |
Optimization goal | Ranking on results pages | Integration into generative answers |
Ranking factors | Backlinks, keywords, page speed | Authority, clarity, structure, citability |
Output | List of links | Direct answer in natural language |
Metrics | Click rate, position, dwell time | “Named mentions,” answer mentions |
Strategies for successful GEO
1. Provide clear, citable information
AI models love structured, precise, and factually correct content. GEO-relevant content:
provides clear answers to frequently asked questions
includes well-structured sections and headings
utilizes lists, tables, bullet points
defines terms clearly and completely
2. Build expertise and authority
Generative systems prefer content from reliable sources. Relevant signals include:
Mentions on trusted websites
References in scientific or governmental contexts
Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)
3. Use of “Machine-readable Content”
Structured data formats such as:
Schema.org markup
JSON-LD
Open Graph Tags
allow machines to better understand and correctly assign content.
4. AI-friendly language and formats
Since AI has been trained on large amounts of human language, a generative wording style helps:
Use understandable language, avoid jargon overload
Avoid “keyword stuffing” in favor of natural text flows
Explicitly state frequently asked questions and their answers (“FAQ style”)
5. Timeliness and indexing
Ensure that:
your content is regularly updated
your website is publicly accessible and can be indexed by crawlers
ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)
GEO tools and metrics
As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:
Possible Tools
Perplexity AI: Which sources are being cited?
ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”
Search Engine Simulators: Simulate how generative models respond
Relevant metrics (forward-looking)
“Mention Rate” – how often is your brand/website mentioned in generative answers?
“Answer Visibility Score” – how present is your domain in AI answers?
“Citable Content Coverage” – how much of your content is clearly citable?
Risks and challenges of GEO
1. Lack of transparency
Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.
2. Delayed impact
Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.
3. Copyright issues
If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?
GEO in practice: Application examples
Example 1: Travel provider
A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.
Example 2: SaaS company
A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.
Conclusion: GEO is the new SEO
Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.
Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.
GitLab
GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.
We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.
1. Origin and Development
GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.
Today, GitLab is available in several versions:
GitLab Community Edition (CE) – the open-source version
GitLab Enterprise Edition (EE) – with advanced features for large enterprises
GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.
2. Main Features
GitLab offers numerous features that are divided into six core DevOps phases:
1. Plan
GitLab provides integrated project planning features, such as:
Issue Tracking
Milestones
Epics
Roadmaps
Kanban Boards
These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.
2. Create
The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:
Merge Requests (similar to Pull Requests on GitHub)
Code Reviews and Inline Comments
Branch Protection Rules and Access Controls
Web-based Editor
Snippets (sharing code snippets)
3. Verify
In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:
GitLab CI/CD with .gitlab-ci.yml configuration files
Pipelines that automatically start with each commit
Integration of Unit Tests, Build Processes, and Code Linting
Parallel Jobs and Dependencies
4. Package
GitLab supports its own package registries:
Container Registry (Docker Images)
Maven, npm, NuGet, and other package formats
Package management directly in the project context
5. Release
Here, GitLab can automate deployments:
Continuous Delivery (CD)
Canary Releases, Rollbacks, Blue-Green Deployments
Deployment Tags
GitOps Integration with Kubernetes
6. Configure & Monitor
GitLab can manage infrastructure code and monitor systems:
Infrastructure as Code (e.g., with Terraform)
Kubernetes Integration
Monitoring with Prometheus and Grafana
Incident Management
GitLab CI/CD in Detail
A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).
Typical process:
Developer pushes code
GitLab starts a pipeline
Jobs are executed (Build, Test, Analyze)
On success: automatic delivery or manual approval
Security and Compliance
Security is an integral part of GitLab. Even in the free version, basic security features are available:
SAST (Static Application Security Testing)
DAST (Dynamic Application Security Testing)
Dependency Scanning
Secret Detection
Container Scanning
License Compliance Management
These functions help to identify security issues early in the development process.
Benefits of GitLab
Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.
Open Source: The Community Edition is freely available and is actively developed.
Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.
Strong Automation: The CI/CD functions are among the most powerful on the market.
Scalability: From small startups to large corporations, GitLab can be scaled.
Challenges and Criticisms
Despite its strengths, there are also challenges:
Complexity: The multitude of features can be overwhelming for beginners.
Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.
User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.
License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.
Comparison with GitHub and Bitbucket
While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.
In brief:
GitLab: All-in-one platform, ideal for DevOps
GitHub: Focus on developer community, large reach
Bitbucket: Strongly integrated into the Atlassian ecosystem
Areas of Application
GitLab is particularly suitable for:
Software development projects of any size
DevOps teams that value automation and transparency
Companies with high security needs
Universities and educational institutions that work collaboratively
Open-source projects thanks to free hosting options
Conclusion
GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.
An alternative to GitLab is also Jira.
Google Ads
As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.
Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.
There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.
Please feel free to contact us.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.
Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.
How does Google Ads work?
The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:
Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.
Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.
Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).
Ad formats Google Ads offers various formats:
Text ads in Google search
Display ads (graphics) on partner websites
Shopping ads for e-commerce
Video ads on YouTube
App advertising in the Google Play Store and other channels
Benefits of Google Ads
High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.
Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.
Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.
Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).
Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.
Best practices for successful Google Ads
Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.
Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.
Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.
Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.
Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.
Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.
Common mistakes with Google Ads
Too broad keywords: This leads to too much scatter loss and high costs without conversions.
Missing segmentation: Without audience settings, the budget often goes to waste.
No optimization: Campaigns that are set up once and never adjusted rarely perform well.
Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.
Budgeting and costs
The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:
Low CPCs: from €0.10 (e.g., in niches)
High CPCs: over €5 (e.g., in finance or insurance)
It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.
Google Ads vs. SEO
Criterion | Google Ads | SEO |
|---|---|---|
Visibility | Immediate after campaign launch | Long-term buildup |
Costs | Ongoing costs per click | No click costs, but effort for content |
Control | High control, precise targeting | Less flexible |
Sustainability | Only as long as budget is available | Sustainable visibility |
Both methods have their justification and work particularly effectively in combination.
Conclusion
Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.
Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.
1. The History of HubSpot
HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.
This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).
2. The HubSpot Product Range
HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:
a) Marketing Hub
The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:
Creating and managing landing pages
Email marketing and automations
SEO tools
Social media management
Blogging and content creation
Lead capture and tracking
The goal is to convert visitors into leads and further develop them through targeted campaigns.
b) Sales Hub
The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:
Email tracking and templates
Meeting scheduler
Deal pipelines
Task and activity management
Proposal and contract templates
Sales automation
This allows sales employees to work more efficiently and focus on truly qualified leads.
c) Service Hub
This area is aimed at customer service and helps with the care of existing customers. Features include:
Ticket system for handling support inquiries
Knowledge base
Live chat and chatbots
Customer feedback tools (e.g., NPS)
Automated service workflows
The goal is to retain customers in the long term and increase their satisfaction.
d) CMS Hub
HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:
Drag-and-drop editor
Dynamic content based on visitor profiles
SEO optimization
Integrated analytics functionalities
Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.
e) Operations Hub
This hub is aimed at technical teams and ensures better data quality and integration. Tools include:
Data synchronization between platforms
Automated data cleansing
Workflow extensions through custom code
Integrations with third-party systems via APIs
3. The Core: HubSpot CRM
HubSpot's free CRM forms the basis of all activities. It offers:
Overview of contacts, companies, deals, and tasks
Real-time tracking of customer interactions
Pipeline management for sales and marketing
Automatic data capture from emails, calls, and forms
Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.
4. Inbound Marketing – The Core Idea
The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."
The method can be divided into three phases:
Attract – e.g., through blogs, social media, and SEO
Engage – through personalized communication, email marketing, and lead nurturing
Delight – through excellent service, customer loyalty, and referrals
HubSpot provides the right tools for each of these phases, from content creation to automated customer service.
5. Automation and Workflows
A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:
Welcome emails after registration
Lead nurturing tracks
Reminders for follow-ups
Automatic assignment of leads to sales employees
These automations save time and help to personalize communication with customers – without manual effort.
6. Reporting and Analytics
HubSpot provides extensive reporting tools. Users can:
Configure dashboards individually
Track conversions (e.g., from lead to customer)
Measure campaign successes
Evaluate sales performance
The data helps make informed decisions and continuously improve marketing and sales strategies.
7. Integration and Extensibility
Another advantage is the high compatibility with other systems. HubSpot offers:
Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)
Open APIs for custom adjustments
Native integrations with Google and Microsoft products
This allows HubSpot to be easily integrated into existing business processes.
8. Pricing Structure
HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.
For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.
9. Advantages of HubSpot
User-friendly: Intuitive interface, usable even without IT knowledge
Modular structure: Only the required hubs need to be activated
All from one source: No tool chaos, all data is centrally consolidated
Strong community: Thousands of tutorials, forums, HubSpot Academy
Regular updates: Continuous development and new features
10. Challenges and Criticism
Despite many advantages, there are also some weaknesses:
Costs: With increasing functional needs, HubSpot can become expensive
Complexity in scaling: Large setups require professional configuration
Customization limitations: Not all areas are 100% flexibly customizable
Strong dependency on the ecosystem: Migration to other platforms is cumbersome
Conclusion
HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!
Hunter in Sales
Hunter in Sales – The active seller on the hunt for new customers
In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.
The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.
A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.
In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.
At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.
Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.
Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.
The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.
Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
J
Jira
Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.
The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.
A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.
Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).
Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.
An alternative that we use is GitLab.
K
Keywords
Keywords, long-tail keywords, and focus keywords are central terms in the field of search engine optimization (SEO). They help to structure content in a way that makes it easier for search engines like Google to find and index it.
Keywords are terms or phrases that users enter into a search engine to find specific information. For website operators, it is important to incorporate relevant keywords into their content to increase visibility for appropriate search queries. Keywords should be placed meaningfully in both the text and in headings, meta tags, and image descriptions.
Long-tail keywords are longer, more specific search terms that often consist of three or more words. They tend to have a lower search volume than general keywords, but usually have a higher conversion rate. This is because long-tail keywords reflect more targeted search intentions. For example: while “shoes” is a general keyword, “red running shoes for women size 38” would be a long-tail keyword. They are particularly suitable for niche markets or to address more specific target audiences.
Focus keyword (also: focus key phrase) refers to the central keyword that a specific piece of content is optimized for. It should appear in the URL, the page title, the headings, and several times in the text – but without keyword stuffing. The focus is on relevance and natural integration.
The targeted use of these three elements significantly contributes to the SEO strategy. Good keyword research forms the foundation for successful content. Tools like Google Keyword Planner, Ubersuggest, or Ahrefs help to identify suitable keywords and long-tail keywords, thereby greatly improving discoverability in search engines.
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
Click-through rate
Click-Through Rate in Marketing – Metric for Attention and Interest
The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.
The formula is:
Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100
Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.
The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.
In various channels, the click-through rate plays an important role:
Email Marketing: How many recipients click on the link in a newsletter?
Search Engine Ads (SEA): How often do users click on a Google Ads ad?
Social Media Ads: How many users interact with a sponsored post?
Organic Search Results (SEO): How many users click on a search result?
To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.
Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
Local SEO
Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.
A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”
Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.
Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.
Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:
Clicks on ads
Conversions (e.g., purchases, registrations, downloads)
Leads (e.g., filled-out forms)
Engagements (e.g., comments, likes, shares)
The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.
We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.
Features of Performance Marketing
1. Search Engine Marketing (SEA & SEO)
Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).
Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.
Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.
Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.
Important Channels in Performance Marketing
SEA (Search Engine Advertising):
Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.
SEO (Search Engine Optimization):
Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.
2. Social Media Advertising
Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.
3. Display Advertising
Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.
4. Affiliate Marketing
In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.
5. Email Marketing
Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.
6. Influencer Marketing (performance-oriented)
Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.
Key Performance Indicators (KPIs)
Success in Performance Marketing is made measurable through clear KPIs:
CTR (Click-Through Rate): Ratio of clicks to impressions
CPC (Cost-per-Click): Cost per click on an ad
CPA (Cost-per-Acquisition): Cost per conversion
Conversion Rate: Proportion of users who perform a desired action
ROAS (Return on Ad Spend): Ratio of revenue to advertising costs
CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship
These metrics help optimize campaigns purposefully and use budgets effectively.
Advantages of Performance Marketing
1. Cost Efficiency
Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.
2. Measurability & Transparency
All activities are measurable in real-time. You know exactly which ad on which channel generates what return.
3. Targeted Deployment
Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.
4. Flexibility and Scalability
Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.
5. Quick Results
Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.
Challenges in Performance Marketing
1. High Competitive Pressure
Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.
2. Complexity
Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.
3. Dependence on Platforms
Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.
4. Data Protection & Tracking Restrictions
Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.
Performance Marketing Strategy: Here’s How
1. Goal Definition
What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)
2. Target Audience Analysis
Who is the target audience? What needs, channels, and digital touchpoints are there?
3. Channel Selection
Which channels are best suited to reach the target audience?
4. Ad Design
Ads must stand out, communicate a clear benefit, and urge action (call to action).
5. Tracking & Setup
Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.
6. Testing & Optimizing
A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.
Performance Marketing vs. Branding
Criterion | Performance Marketing | Branding |
|---|---|---|
Goal | Measurable actions (click, purchase, lead) | Brand awareness, trust |
Time Horizon | Short to medium-term | Long-term |
Budget Focus | Direct performance | Long-term brand building |
Measurability | High | Low (often indirect) |
Channels | Search engines, social ads, affiliate, etc. | TV, print, PR, YouTube, branding campaigns |
Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.
Conclusion
Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.
Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.
Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.
Person
Personas in Marketing – Making Target Groups Tangible
A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.
A well-developed persona includes far more than just demographic data. It encompasses among other things:
Name, Age, Profession, Education
Goals, Challenges, Wishes
Buying Behavior, Decision Processes
Media Usage and Information Sources
Typical Quotes or Statements
Values and Attitudes
Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”
Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”
Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.
It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.
In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.
Personalization
Personalization in Marketing – Relevance Creates Impact
Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.
In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.
The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.
A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.
It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.
Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
Product Title
Product Title in Marketing – The First Impression Counts
Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.
An effective product title serves multiple functions:
Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.
Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.
Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.
Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.
Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”
This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.
Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.
Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.
Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.
R
Rebranding
Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.
There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.
However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.
A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.
Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.
Reach
Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.
One distinguishes between organic reach and paid reach.
Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.
Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.
Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.
However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.
For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.
In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
Semrush
In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.
What is Semrush?
Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:
SEO (Search Engine Optimization)
Content Marketing
Competitive Analysis
PPC (Pay-per-Click)
Social Media Management
Market Research
PR and Link Building
With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.
Key Features of Semrush
1. Keyword Research
Keyword research is at the heart of any SEO strategy. With Semrush, users can:
Analyze search volume, competition, and CPC (Cost-per-Click) for keywords
Get keyword suggestions for long-tail keywords
Identify questions and related search queries
Track search trends over time
Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.
2. Competitive Analysis
Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:
Organic Traffic
Paid Traffic
Backlink Profile
Top Keywords
Visibility in Search Engines
This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.
3. On-Page SEO and Website Audit
A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:
Loading Times
Broken Links
Duplicate Content
Meta Tags and Alt Texts
Indexing Issues
After the scan, users receive concrete recommendations for addressing the issues.
4. Backlink Analysis and Link Building
Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:
Number and quality of incoming links
Referring Domains
Anchor Texts
New and Lost Links
The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.
5. Content Marketing Toolkit
Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:
Topic Research: Idea generation based on current trends
SEO Content Template: Guidelines for optimal content creation
Writing Assistant: Artificial intelligence to analyze text quality and SEO fit
Content Audit: Analysis of existing content regarding performance
These tools particularly help content teams create content that appeals to both users and search engines.
6. PPC and Ads Analysis
In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:
Keyword Research for Google Ads
Analysis of competitors' ads
CPC Estimation
Ads Preview
Creation of Ad Texts
This not only saves budget but also helps target relevant audiences more effectively.
7. Social Media Management
With Semrush's Social Media Toolkit, users can:
Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)
View performance data (reach, engagement, follower growth)
Compare competitors on social media
Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.
Pricing Models and Target Groups
Semrush offers three main plans:
Pro – for freelancers and small teams
Guru – for small and medium-sized businesses and agencies
Business – for large companies with extensive requirements
All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.
A free trial allows interested parties to try Semrush before purchasing.
Advantages of Semrush
Extensive Data Base: Very precise and comprehensive SEO and marketing data
All-in-One Solution: No need to combine multiple tools
Regular Updates: Continuous additions and new features
Reliable Support: Tutorials, webinars, help center, and live support
Good User Interface: Intuitive and clear, even suitable for beginners
Disadvantages of Semrush
Cost: Relatively expensive compared to simple SEO tools
Complexity: The array of features can be overwhelming at first
Limitations on Lower Plans: Limited number of projects or reports
Conclusion: Who is Semrush Suitable For?
Semrush is suitable for:
SEO Professionals and Agencies who need detailed analyses and reports
Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)
Content Strategists who wish to plan and optimize content based on data
Entrepreneurs and Startups aiming to grow strategically and improve their online strategy
For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.
Summary
Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.
dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
Master data
Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.
The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.
An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.
Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.
The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
Template
Templates in Marketing – Efficiency through Structure and Reusability
A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.
Templates are used in numerous areas:
Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.
Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.
Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.
Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.
Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.
The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.
Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.
Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.
U
UI/UX
UI/UX – User Interface and User Experience in Digital Design
UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.
UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.
UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.
The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.
Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
W
Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
Mundpropaganda
/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth
Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.
Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.
WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.
In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:
Campaigns with influencers or brand ambassadors
Customer reviews and testimonials on websites
Referral programs with incentives (e.g., discounts)
Experience marketing that encourages positive word-of-mouth
The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.
WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
X
XCode
Xcode – The Development Environment from Apple
Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.
The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).
A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.
Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.
Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.
Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.
XML Sitemap
XML Sitemap – Importance and Function
An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.
A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.
Example structure of an XML Sitemap:
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://www.beispielseite.de/seite1</loc> <lastmod>2025-04-27</lastmod> <changefreq>weekly</changefreq> <priority>0.8</priority> </url> </urlset>
XML Sitemaps are particularly important for:
Websites with a very large number of pages,
new websites with few incoming links,
extensive e-commerce stores with frequent content changes,
Websites with hard-to-navigate page structures (e.g., dynamic content).
While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.
Y
Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
Z
Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.
A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.
In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.
A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.
Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.
Target groups
Target Audiences in Marketing – The Key to Effective Communication
The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.
Target audiences can be segmented based on various characteristics, such as:
Demographic: Age, Gender, Educational Level, Income
Geographic: Place of Residence, Region, Country
Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests
Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency
In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.
The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.
Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.
Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.
Glossary
GLOSSARY
Support
A
Account Management
Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.
Account-Based Marketing (ABM)
Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies
Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.
ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.
A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.
A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.
Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.
Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).
ActiveCampaign
ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.
The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.
Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.
Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.
ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.
In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.
Add to Basket
"Add-to-Basket" is a feature on e-commerce websites that allows users to add products to their virtual shopping cart while shopping online. This action signals interest in purchasing and enables users to collect products before starting the checkout process.
Adobe Experience Manager
Adobe Experience Manager (AEM) is a comprehensive content management platform that helps companies create, manage, and deliver personalized digital experiences. As part of the Adobe Experience Cloud, AEM combines powerful tools for web content management, digital asset management (DAM), forms, sites, and more – all in one central solution.
The core of AEM lies in its ability to manage content across channels – whether for websites, mobile apps, email campaigns, or social media. The platform enables marketing and content teams to efficiently create and adapt content in real time without relying on technical support. The visual interface is intuitive and allows drag-and-drop functionality, greatly simplifying editing.
A particular highlight of AEM is the integration of Adobe Assets, an integrated DAM system. This allows for the central storage, management, and distribution of digital assets such as images, videos, or documents. Thanks to AI-powered features – such as automatic tagging through Adobe Sensei – managing large media databases becomes significantly easier.
Furthermore, AEM offers powerful personalization features: content can be specifically tailored to certain target groups, regions, or devices. This ensures a consistent and individualized user experience across all touchpoints.
AEM is modular and is suitable for both large enterprises and international brands with high demands for scalability, security, and integration. The platform can flexibly connect with other Adobe solutions as well as third-party systems.
In summary, Adobe Experience Manager is a central tool for modern digital experiences – from content creation to targeted delivery, all controlled through a powerful and user-friendly platform.
Alt Title
An Alt-Title (alternative title) is an additional title for content such as books, movies, or articles. It provides a concise description of the content and helps with search engine optimization (SEO). Alt-Titles improve findability and give additional information without replacing the main title.
Amazon A+
Amazon A+ is a feature for sellers that allows enhanced product descriptions. It enables the integration of high-quality images, videos, and other content to make product pages more engaging and informative. A+ Content can increase the conversion rate and improve the shopping experience for customers.
Amazon A9
Amazon A9 – The Invisible Force Behind Search Results
Amazon A9 is the name of Amazon's search and ranking algorithm that decides which products are displayed in response to a search query and in what order. The goal of A9 is to present buyers with the most relevant and likely best-selling products as quickly as possible. For sellers, this means: those who want to be successful on Amazon must understand how A9 works.
The algorithm analyzes various factors. At the forefront are relevance and performance. Relevance is primarily determined by the quality of product data – that is, by titles, bullet points, product descriptions, backend keywords, and images. Performance refers to actual sales figures, conversion rates, customer reviews, and availability.
A unique feature of Amazon A9 compared to classic search engines like Google: Amazon profits from the sale of products. Therefore, A9 prioritizes those products that are more likely to lead to a purchase. Price, shipping speed (such as Prime delivery), and inventory also significantly influence the ranking.
Sellers can influence the ranking through targeted optimization measures. These include clean keyword research, optimized product pages, professional images, and the establishment of good reviews. Paid advertising through Amazon Ads also plays an important role in further increasing visibility.
Important to know: Amazon is constantly evolving its algorithm. What works today may be adjusted tomorrow. Therefore, continuous monitoring and optimization is essential.
Conclusion: Amazon A9 is the heartbeat of the Amazon marketplace. Those who understand and strategically use its mechanisms can achieve significantly more visibility and thus revenue on the platform. The Amazon A9 search is independent of the Vendor or Seller model.
Amazon Seller
Amazon Seller – The Independent Seller on Amazon's Marketplace
An Amazon Seller is a merchant who sells their products independently to end customers through Amazon's marketplace. In contrast to the Amazon Vendor, where Amazon acts as the seller, the Amazon Seller remains responsible for pricing, marketing, and customer contact.
Sellers generally have two options for distributing their goods: They can either handle storage and shipping themselves (FBM – Fulfilled by Merchant), or they can utilize the service FBA – Fulfilled by Amazon, where Amazon takes care of storage, shipping, returns, and customer service. FBA offers many advantages, such as Prime shipping and higher visibility, but it also incurs additional fees.
A major advantage of the Seller model is the flexibility. Sellers can determine their prices, adjust their product range at any time, and communicate directly with their customers. This allows them to retain more control over their brand and sales strategy. At the same time, Amazon as a platform provides access to millions of potential buyers worldwide, significantly easing market entry.
Amazon provides Sellers with extensive tools through the Seller Central Portal: product listings, advertising options (e.g., Amazon Ads), reports on sales, inventory, and customer satisfaction. Programs like Amazon Brand Registry and Amazon Vine also help protect brand presence and generate reviews.
However, there are also challenges: competition on Amazon is intense, pricing and margin pressures are high, and negative reviews can quickly undermine visibility. Additionally, Sellers must constantly monitor their product quality, delivery speed, and customer satisfaction.
Conclusion: The path as an Amazon Seller offers enormous opportunities but also requires strategic thinking, good organization, and continuous optimization. Those who master these challenges can build a very successful business on Amazon.
Amazon Vendor
Amazon Vendor is a program where manufacturers sell their products directly to Amazon. Amazon orders the goods directly from the manufacturer and manages storage, sales, and shipping. The manufacturer has less control over pricing and inventory management, but benefits from Amazon's reach and logistics infrastructure.
AMS
AMS (Amazon Marketing Services) is an advertising platform from Amazon that allows sellers to target their products for promotion and increase their visibility on the platform. With AMS, sellers can run keyword-based ads to reach relevant customers and boost sales.
Android
Android is a mobile operating system developed by Google, based on Linux. It is the most widely used platform for smartphones and tablets worldwide. Android offers a user-friendly interface, extensive customization options, and access to millions of apps through the Google Play Store.
API
An API (Application Programming Interface) is an interface that allows software applications to communicate with each other. It defines rules and protocols for data exchange, enabling the integration and utilization of functions from programs or services. APIs facilitate the development and interoperability of software.
Art Director
An art director leads creative projects and develops visual concepts for advertising, film, media, or design. He coordinates teams, decides on styles, and oversees implementation. The goal is to achieve aesthetically pleasing and brand-compliant results that successfully convey the vision and message of the project.
Authentication
Authentication is the process of verifying the identity of a user or system. It is done by entering credentials such as usernames and passwords, biometric data, or tokens. Authentication protects against unauthorized access and ensures that only authorized users can access certain resources and data.
B
Buy One Get One Free
BOGOF stands for "Buy One, Get One Free" and is a sales promotion strategy in which customers receive an additional product for free when purchasing one. This action aims to increase sales, enhance customer satisfaction, and improve the perception of the offer by providing a clear added value.
Brainstorming
Brainstorming is a creative technique for generating ideas, in which groups spontaneously generate ideas and solutions on a specific topic. It promotes free thinking, a variety of ideas, and a positive environment where all participants can openly express their thoughts without criticism or judgment.
Bullet Points
Bullet points are short, concise lists of key information or benefits of a product or service. They are commonly used in product descriptions or marketing materials to highlight important points and improve readability. Bullet points make it easier for customers to quickly grasp relevant information.
C
CMS
A CMS (Content Management System) is software that allows users to create, edit, organize, and publish digital content. It simplifies the management of websites, blogs, and other online content by providing a user-friendly interface for content management.
Community Management
Community management involves the maintenance and management of online communities to promote engagement, interaction, and loyalty. It includes moderating discussions, answering questions, organizing events, and creating relevant content. The goal is to build a positive and active community that supports the brand and expands its reach.
Community Manager
A community manager maintains and strengthens the relationship between a brand and its online community. He moderates discussions, answers questions, and fosters interactions. The goal is to create a positive environment, gather user feedback, and increase the loyalty and engagement of community members.
Consent Manager (CMP)
A Consent Management Platform (CMP) is a digital tool that helps companies to obtain, manage, and document users' consents for the processing of their personal data in accordance with the law. Especially in the context of the General Data Protection Regulation (GDPR) and the Telecommunications-Telemedia Data Protection Act (TTDSG), a CMP plays a central role, particularly when cookies and similar technologies are used on websites.
When a website is visited for the first time, a so-called cookie banner, provided by the CMP, usually appears. Users can decide there whether and to what extent they agree to the use of certain data processing activities – for marketing, analytics, or personalization purposes. The CMP stores these decisions and ensures that only the selected services are loaded. Additionally, it allows users to change or withdraw their consent at any time.
CMPs serve not only a technical function but also have legal significance: They help website operators fulfill their obligation to provide evidence to supervisory authorities. Furthermore, many CMPs offer detailed reports and logs that document when, how, and by whom a consent was granted or denied.
CMPs can be configured individually for a website and are usually easy to integrate into content management systems or e-commerce systems. Well-known providers of such platforms include Usercentrics, OneTrust, Cookiebot, or Consentmanager.
Overall, a CMP is an indispensable tool for any data protection-compliant online offering. It creates transparency for users, strengthens trust in the brand, and protects companies from legal consequences due to erroneous or missing consent processes.
Content Manager
A content manager plans, creates, and manages digital content for websites, social media, and other platforms. They ensure relevant, engaging, and SEO-optimized content, monitor its performance, and adjust strategies accordingly. The goal is to strengthen brand presence, engage the audience, and increase traffic.
Conversion
Conversion in Marketing – From Prospect to Customer
The term conversion in marketing refers to the desired action of a user, which ideally turns them from a prospect into a customer. This does not always have to be a purchase – filling out a form, subscribing to a newsletter, or downloading a white paper also count as conversions. The key point is: A conversion advances the user one step further in the customer journey.
The conversion rate (CR) measures the percentage of visitors who perform such a desired action, relative to the total number of visitors. It is a central KPI (Key Performance Indicator) for assessing the efficiency of marketing measures – whether on websites, in email campaigns, or in online stores.
Example: If an online store has 1,000 visitors a day and 30 of them make a purchase, the conversion rate is 3 %.
The goal in marketing is to increase this rate through targeted measures. These include:
Optimization of User Experience (UX)
Clear Call-to-Actions (CTAs)
Trust-Building Elements such as customer reviews or quality seals
Personalized Content and Offers
Fast Loading Times and Mobile Optimization
Targeted A/B Testing to compare variants
In performance marketing, a distinction is often made between micro-conversions (e.g., clicks, downloads) and macro-conversions (e.g., purchases, contract signings). Both are important for measuring success throughout the entire customer journey.
Conclusion: Conversion is the goal of every marketing activity. Those who address users purposefully, eliminate barriers, and provide clear added value increase the likelihood that visitors become paying customers – thus sustainably improving the return on investment (ROI).
Cookies
Cookies are small text files that are stored on your computer by websites. They contain information such as login credentials, user preferences, and browsing habits. This data enables personalized user experiences and helps websites load faster. Cookies are important for functional and analytical purposes, but there are also privacy concerns.
Core Values
Core values are fundamental beliefs and principles that guide the behavior and decisions of a company or organization. They define the corporate culture and serve as ethical touchstones for employees. Core values promote unity, commitment, and trust by supporting and reflecting the company's mission and vision.
CRM
CRM (Customer Relationship Management) refers to strategies, technologies, and practices that help companies manage and improve relationships and interactions with customers. The goal is to strengthen customer loyalty, increase sales, and make marketing and sales activities more efficient.
CRO
CRO (Conversion Rate Optimization) is the process of improving a website or landing page to increase the number of visitors who perform a desired action, such as purchases or sign-ups. It involves A/B testing, user data analysis, and design adjustments to maximize user experience and efficiency.
CTA
Call-to-Action – a call to click (to take action by the user) on a website or app.
Customer Journey
The customer journey describes the entire process a customer goes through, from the first interaction with a brand to the purchase and beyond. It includes all touchpoints, such as advertising, website visits, social media interactions, and customer service.
Customer-Based Marketing (CBM)
Customer-Based Marketing (CBM) is a marketing approach that consistently places the customer at the center of all strategies and actions. Unlike product- or brand-oriented approaches, CBM fully aligns with the needs, expectations, and behavior of existing and potential customers. The goal is to build long-term, value-creating customer relationships and to maximize the Customer Lifetime Value (CLV).
At the core of CBM is the analysis of customer data. Companies no longer segment their target groups solely based on demographic criteria, but rather on behavioral data, preferences, purchase history, and interactions. This allows for the creation of more precise customer profiles, which serve as the basis for personalized marketing measures – whether through targeted email campaigns, individualized offers, or dynamic website content.
CBM is particularly supported by modern technologies such as CRM systems, marketing automation, data analytics, and artificial intelligence. These enable the collection, evaluation, and derivation of concrete action strategies from large amounts of customer data. Platforms like HubSpot, Salesforce, or Adobe Experience Cloud provide comprehensive solutions for implementing customer-based marketing.
A major advantage of CBM is the higher relevance of marketing communication: customers receive content that is truly tailored to their interests and needs. This increases the likelihood of conversions, strengthens customer loyalty, and reduces wastage in outreach. Additionally, CBM supports the transition from one-time sales to continuous customer relationships.
Ultimately, CBM is not just a marketing concept but a holistic mindset that encompasses all areas of the company – from sales to customer service to product development. In contrast, there is Account Based Marketing (ABM).
CXO
A CXO (Chief Experience Officer) is an executive title responsible for the overall customer experience of a company. This role involves optimizing all interactions and touchpoints to increase customer satisfaction and loyalty. The CXO often works closely with marketing, sales, and product development.
D
DAM System
Digital Asset Management – Efficient Management of Digital Content
Digital Asset Management (DAM) refers to systems and processes for the central management, organization, and distribution of digital files such as images, videos, documents, graphics, or audio recordings. In times of increasing digitization and growing media volumes, a professional DAM system is becoming increasingly important for companies.
A central goal of DAM is to make digital content efficiently searchable and usable. Instead of searching for files scattered across various drives, email inboxes, or cloud folders, a DAM system offers a structured platform. Here, assets can be tagged with metadata, keywords, and categories, allowing them to be found and used correctly within seconds.
Typical functions of a modern Digital Asset Management system include versioning of files, rights and approval management, search functionalities, integration into existing workflows, and distribution options for different channels. Marketing and creative teams particularly benefit, as campaign materials, brand assets, or product photos are available in a uniform and controlled manner.
In addition to saving time and increasing efficiency, a DAM also ensures legal certainty: usage rights and licensing periods can be centrally managed to avoid warnings and costly mistakes. Brand perception is also strengthened, as only the most current and approved materials are used.
Whether small businesses or international corporations – a well-implemented Digital Asset Management System creates clear structures, improves collaboration, and increases productivity. In a world where content is becoming increasingly important, DAM is a crucial building block for sustainable business success.
DeepL
DeepL – Intelligent Translations with AI
DeepL is an AI-powered online translation service known for its exceptionally high translation quality. The company was founded in 2017 in Cologne and has quickly established itself as a serious alternative to established tools like Google Translate. The uniqueness of DeepL lies in its ability to translate texts not only literally but also contextually and stylistically accurately.
The service uses neural networks and machine learning to analyze languages on a deep semantic level. This allows DeepL to understand the meaning of a sentence and provide appropriate, naturally sounding translations – often even with the right linguistic style and idiomatic expression. Especially with more complex texts, such as those in the fields of business, technology, or science, DeepL stands out significantly from many competitors.
DeepL now supports over 30 languages, including English, German, French, Spanish, Dutch, Polish, Japanese, and Chinese. The user interface is clear and user-friendly. In addition to the web version, there are also desktop apps for Windows and macOS, as well as a mobile app.
Another practical feature is the integrated document translator: users can upload complete Word or PowerPoint files, which are then automatically translated with layout and formatting preserved. This saves a lot of time in professional everyday life.
For businesses, DeepL also offers a paid Pro version with advanced features such as API access, unlimited text length, higher data privacy, and team management.
Overall, DeepL is an impressive example of how artificial intelligence can break down language barriers. Whether for professional translations, emails, or simply understanding foreign language content – DeepL is a reliable, fast, and intelligent tool for the digital everyday.
Demand Creation
Demand Creation refers to measures aimed at generating demand for products or services. It includes marketing strategies such as advertising, promotions, and content marketing to create interest and establish needs. The goal is to attract potential customers and retain existing ones, thus increasing revenue and market share.
Digital Asset Management System
In an increasingly digital world, the efficient handling of digital content is becoming more important for companies. Digital assets – including images, videos, documents, presentations, audio files, and graphics – are created in large numbers every day. To systematically store, manage, and easily retrieve these contents, more and more organizations are relying on Digital Asset Management Systems (DAM systems).
What is a Digital Asset Management System?
A Digital Asset Management System is a software solution that helps companies centrally store, organize, search for, manage, and distribute their digital content. DAM systems structure the management of media files and ensure that users can access the required files quickly and efficiently at any time.
A typical DAM system enables the tagging of assets, provides them with metadata, allows the management of usage rights, and supports workflows for approvals or versioning.
Main Functions of a DAM System
A powerful DAM system offers a variety of functions that go far beyond mere storage:
Centralized Storage: All digital assets are located in one central, structured place. Redundancies are avoided.
Metadata Management: Files are equipped with keywords, categories, descriptions, and other metadata that facilitate search and sorting.
Fast Search: Search functions by file type, date, creator, keywords, or other criteria enable quick access to relevant content.
Versioning: Older versions of an asset are stored, allowing changes to be tracked and previous states to be restored if necessary.
Permission Management: User rights can be assigned individually to control access to sensitive content.
Integration: Modern DAM systems can be seamlessly integrated with other software solutions such as content management systems (CMS), e-commerce platforms, or marketing tools.
Sharing and Collaboration Features: Teams can collaborate on assets, comment on them, and approve them for publication.
Reporting and Analytics: Usage data is analyzed to measure the success of content and identify optimization potentials.
Benefits of a DAM System
The implementation of a DAM system brings numerous benefits, both for small companies and international corporations:
1. Increased Efficiency
The central management and powerful search function of a DAM system significantly reduce the time employees need to search for and organize files. Content is available faster, and workflows are accelerated.
2. Consistent Brand Communication
Companies can ensure that all teams worldwide access the current and approved versions of logos, brochures, and marketing materials. This ensures the consistency of brand communication.
3. Security and Protection of Digital Assets
DAM systems offer security mechanisms such as access controls, encryption, and automatic backups to protect valuable company content from loss, misuse, or unauthorized access.
4. Cost Reduction
By avoiding duplicated work, reducing storage space waste, and better reusability of existing assets, a DAM system lowers operational costs.
5. Support for Global Teams
In internationally operating companies, a DAM system allows remote access to required content, thus facilitating collaboration across different locations.
6. Better Use of Media Content
Marketing and creative teams can more easily reuse existing assets and adapt them to new campaigns instead of constantly creating new content. This speeds up time-to-market and optimizes resources.
Typical User Groups of a DAM System
Various departments benefit from a Digital Asset Management System in different ways:
Marketing Teams: Use DAM systems to manage campaign materials efficiently, prepare assets for various channels, and optimize workflows for approving new content.
Creative Departments (Design, Photography, Video): Use DAM systems to organize and edit large quantities of image and video data.
Sales Teams: Access up-to-date product documentation and presentations to serve customers quickly and professionally.
IT Departments: Implement DAM systems to optimize storage structures and comply with compliance requirements.
Legal Teams: Monitor compliance with usage rights and licenses.
On-Premises vs. Cloud-Based DAM
Depending on their requirements, companies can choose either an On-Premises DAM (local installation) or a Cloud-Based DAM:
On-Premises: Data is stored on local servers. Companies have full control over their content but must manage maintenance, updates, and security themselves.
Cloud-Based: Data is stored in the cloud and is accessible via the internet. Advantages include easy scalability, lower IT costs, and quick access from anywhere.
Hybrid models that combine the advantages of both options are becoming increasingly popular.
Selection Criteria for a DAM System
When selecting a DAM system, companies should pay attention to the following points:
User-Friendliness: An intuitive interface facilitates acceptance within the company.
Flexibility and Scalability: The system should be able to grow with the increasing demands of the company.
Integration Capabilities: Compatibility with existing tools and systems (e.g., Adobe Creative Cloud, CMS systems) is crucial.
Security Features: Data protection and IT security should meet the highest standards.
Support and Training: Competent customer service and training offerings support the successful implementation and use.
License Costs: Our systems have unlimited users, a clear advantage
Future of Digital Asset Management
The importance of DAM systems will continue to grow in the coming years. Trends such as artificial intelligence (AI) and automation are revolutionizing the way content is managed. AI can already help with automatic tagging, image analysis, or personalization of content. Future DAM systems will be even more interconnected with other business systems, such as Customer Relationship Management (CRM) or Product Information Management (PIM), providing a central platform for all digital content.
Conclusion
A Digital Asset Management System is no longer just a "nice-to-have" but an essential tool for companies that want to efficiently manage their digital content and increase their competitiveness. Choosing the right system, tailored to individual needs, is a crucial step towards better organization, faster market response, and sustainable digital transformation.
Digital Strategy
A digital strategy is a comprehensive plan that helps companies achieve their business goals through the use of digital technologies. This strategy includes the integration of digital solutions into various business processes to increase efficiency, improve customer experience, and gain competitive advantages. Here are the main components and aspects of a digital strategy:
1. Goals and Vision
A successful digital strategy starts with clearly defined goals and a vision. These should align with the company's overall business strategies. Common goals include enhancing customer loyalty, increasing revenue, optimizing operational efficiency, and fostering innovation.
2. Market Analysis and Competitive Research
A thorough market analysis is essential to understand customer needs, current market trends, and competitor strategies. This analysis helps identify opportunities and threats and make informed decisions based on that.
3. Customer Experience (CX)
A central element of the digital strategy is optimizing the customer experience. This includes all interactions a customer has with the company, from the first contact to post-service. Companies utilize digital tools like CRM systems (Customer Relationship Management) to provide personalized and consistent experiences across all channels.
4. Technology and Infrastructure
Selecting the right technology and creating a robust infrastructure are crucial. This includes cloud computing, data analytics, mobile technologies, social media, artificial intelligence, and machine learning. These technologies support the automation of business processes and enable data-driven decisions.
5. Data and Analytics
Data is the heart of any digital strategy. Companies collect and analyze vast amounts of data to gain insights into customer behavior and preferences. With advanced analytics tools, companies can identify patterns, make predictions, and create personalized offers.
6. Digital Marketing
Digital marketing encompasses all marketing activities conducted through digital channels. This includes search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and online advertising. The goal is to increase the company's visibility, generate leads, and boost sales.
7. Organizational Change and Culture
A digital strategy often requires organizational change. This involves creating a digital corporate culture that is ready to embrace new technologies and learn continuously. Employees need to be trained and empowered to effectively use the new digital tools and processes.
8. Agility and Innovativeness
In a rapidly changing digital landscape, agility is a must. Companies must be able to respond quickly to market changes and develop innovative solutions. Agile methods like Scrum and Kanban help manage projects more efficiently and deliver results faster.
9. Security and Privacy
As the use of digital technologies increases, so does the risk of cyberattacks and data breaches. Therefore, a robust security strategy is essential. This includes the implementation of security protocols, regular security assessments, and compliance with regulations such as GDPR.
10. Measurement and Evaluation
Continuous measurement and evaluation of the digital strategy are crucial to monitor success and make necessary adjustments. KPIs (Key Performance Indicators) and other metrics help track progress and determine the ROI (Return on Investment).
Implementation Examples and Success Stories
Example 1: Digital Strategy, E-commerce Company
A leading e-commerce company could align its digital strategy to enhance user experience through personalized recommendations and an optimized mobile app. By utilizing AI and data analytics, the company can identify purchasing patterns and suggest tailored products, leading to greater customer satisfaction and increased sales.
Example 2: Digital Strategy, Traditional Retail Company
A traditional retail company could leverage digital technologies to develop an omnichannel strategy. This involves integrating online and offline channels to create a seamless shopping experience. Customers can shop online and pick up their orders in-store, increasing convenience and boosting sales.
Challenges in Implementing a Digital Strategy
Implementing a digital strategy can be complex and challenging. Common challenges include:
Resistance to Change: Employees and leaders may hesitate to adopt new technologies and processes.
Technological Complexity: Selecting and implementing the right technologies can be difficult.
Data Security and Privacy: Protecting sensitive data requires constant attention and resources.
Lack of Resources: Developing and implementing a digital strategy requires significant financial and human resources.
Rapid Technological Changes: Companies need to stay up to date to avoid being overtaken by new developments.
Conclusion
A digital strategy is essential to remain competitive in the modern business environment. It helps companies optimize their business processes, enhance customer experience, and develop innovative solutions. By combining the right technology, data, and an agile culture, companies can effectively achieve their goals and secure long-term success.
Download format
A download format describes the way in which digital content such as files, software, media, or documents are offered for download. The format determines how the downloaded file can be saved, opened, and used. Different download formats are optimized for specific applications, for example, for speed, compatibility, or file size.
Common Download Formats
Documents:
Formats such as PDF, DOCX, or TXT are standard formats for text documents. PDF is particularly popular because it represents content accurately across different platforms.
Images:
Typical formats are JPG, PNG, GIF, or SVG. While JPG is compressed and offers smaller file sizes, PNG and SVG maintain high quality and transparency features.
Audio:
Formats such as MP3, WAV, or AAC are available for music and voice recordings. MP3 is widely used due to its compact size.
Video:
Popular formats are MP4, MOV, and AVI. MP4 is widely used because it allows high quality at relatively small file sizes.
Software and Archives:
Programs are usually offered as EXE (Windows), DMG (macOS), or in archive formats like ZIP or RAR to bundle multiple files efficiently.
Importance of Choice
The choice of the right download format significantly affects usability, compatibility, and download speed. Especially with large files, compression plays an important role in optimizing storage space and loading times. Providers ensure to offer formats that as many users as possible can open without issues.
GDPR
The General Data Protection Regulation (GDPR) – Basics and Significance
The General Data Protection Regulation (GDPR, Ger. DS-GVO) is an EU-wide regulation that has been in effect since May 25, 2018. It governs the processing of personal data by companies, authorities, and organizations within the European Union. The aim of the GDPR is to strengthen data protection and expand the rights of affected individuals.
Personal data are any information that relates to an identified or identifiable natural person – e.g., name, email address, IP address, or location data. The GDPR stipulates that such data may only be processed in a lawful, fair, and transparent manner.
Central principles of the GDPR are purpose limitation, data minimization, storage limitation, integrity, and confidentiality. Companies must be able to demonstrate that they comply with these principles – the so-called accountability. Additionally, the principle of “Privacy by Design and by Default” applies: Data protection must be considered during the development of systems and processes.
Affected individuals have extensive rights under the GDPR, including:
Right of access to stored data
Right to rectification, deletion (“right to be forgotten”) or restriction of processing
Right to data portability
Right to object to certain processing, e.g., for advertising purposes
For companies, the GDPR poses organizational and technical challenges. For example, they must document consents, check processors, report data breaches, and maintain records of processing activities. Violations can result in significant fines – up to 20 million euros or 4% of the worldwide annual turnover.
The GDPR has set global standards and emphasizes that the protection of personal data is a fundamental right – particularly relevant in the digital age.
For dietz.digital, the GDPR is an essential basis for daily work. Frequently, questions or ignorance arise that we discuss intensively.
E
Elementor
Elementor – The Page Builder for WordPress
Elementor is a powerful page builder for WordPress that allows users to design web pages visually and without any programming skills. Since its launch in 2016, Elementor has become one of the most popular WordPress plugins worldwide and now has millions of active installations.
The main advantage of Elementor lies in its drag-and-drop editor. With it, pages can be designed in real-time – changes are visible immediately. Users can choose from a variety of pre-made widgets, including headings, images, buttons, forms, and more. Additionally, many design templates are available that can be customized individually.
Another plus point is the responsive design. With Elementor, you can precisely specify how a page looks on desktop, tablet, and smartphone. This ensures that web pages are optimally displayed on all devices.
Elementor is available in two versions: a free basic version and a paid Pro version. The Pro version offers additional features such as theme builder, WooCommerce integration, advanced widgets, animation effects, and custom fonts.
Elementor is particularly interesting for designers, agencies, and freelancers because it enables quick results and reduces dependency on developers. At the same time, the source code remains clean, and the pages are generally performant, provided one pays attention to optimized images and a well-thought-out layout.
Overall, Elementor offers a user-friendly solution for designing professional websites. Those who want to create their WordPress site individually and yet simply will find in Elementor a versatile and powerful tool. Thanks to the large community, numerous tutorials, and regular updates, Elementor remains up-to-date and is continuously improved.
Evalanche
Evalanche is a powerful email marketing and marketing automation platform. It provides tools for campaign management, lead scoring, segmentation, and analytics. Evalanche helps companies conduct personalized and automated marketing activities to strengthen customer loyalty and increase marketing efficiency.
F
Farmer in sales
Farmer in Sales – The Relationship Manager for Sustainable Success
In the sales environment, the term “Farmer” describes a specific role that focuses on maintaining and developing existing customer relationships – in contrast to the “Hunter”, who specializes in acquiring new customers. The Farmer is therefore not a hunter, but a "customer caretaker" who builds long-term bonds and provides intensive support.
A Farmer knows their customers very well, understands their needs, and acts as a reliable contact person. Their tasks include ensuring customer satisfaction, identifying upselling and cross-selling opportunities, and providing excellent service to ensure that customers remain loyal in the long term. Complaints or feedback are also part of a Farmer's daily business – because problems can become opportunities when resolved professionally.
This role is particularly important in B2B markets, where business relationships are complex, lengthy, and often contractually bound. It is less about quick closures and more about sustainable value creation – that is precisely the Farmer's strength. They work closely with other departments such as customer service, marketing, or product development to provide tailored solutions.
A good Farmer is characterized by empathy, patience, strong communication skills, and strategic thinking. They see not only sales figures in their customers but also development potentials. Their success is measured not only by new deals but also by customer loyalty, repeat orders, and recommended trust.
Conclusion: The Farmer is the gardener in sales – they sow trust, nurture relationships, and harvest long-term success. In times of customer focus and sustainability, their role is indispensable for companies that want not only to grow but also to thrive.
First Moment of Truth (FMOT)
First Moment of Truth (FMOT) – The decisive moment in the purchasing process
The term First Moment of Truth (FMOT) was coined by Procter & Gamble and describes a decisive moment in a consumer's purchasing decision process. This moment occurs when a potential customer first comes into contact with a product in a store or online – for example, on a shelf, on a product page, or in an advertisement. At this moment, the consumer often decides within a few seconds whether to buy a product or not.
This first impression is based on various factors: packaging, brand awareness, price, reviews, design, information on the label, or online presence. Everything the customer perceives at this moment influences their decision. That's why companies invest heavily in packaging design, brand building, and product experience at the point of sale (POS).
With the shift of consumer behavior to the digital realm, the FMOT has also expanded to online shops, search engines, social networks, and comparison portals. A customer googles a product, sees a review, or comes across an advertisement – and this digital first contact can already be the "First Moment of Truth." If this moment is convincing, the next step follows: the purchase (Second Moment of Truth).
For marketers, this means: The communication surrounding the FMOT must be spot on. A product must convince immediately – through a clear value proposition, strong visual stimuli, and trust-building elements like reviews or awards.
In conclusion: The First Moment of Truth is one of the most influential moments in the purchasing process. Those who strategically design this moment not only increase sales opportunities but also shape the brand image and customer loyalty in the long term. In a world full of stimuli, what matters is: Those who convince in the FMOT win.
Focus keyword
A focus keyword is the central search word or phrase that a webpage is optimized for. It represents the main topic of the page and is intended to help rank it better in search engine results. Effective use of focus keywords improves the visibility and relevance of the content.
Cutout
A cutout is an image editing technique in which a specific object – usually a product, a person, or an animal – is cleanly separated from the background. The goal is to isolate the subject, displaying it against a transparent or white background. This is commonly used in advertising, e-commerce, or photography to focus solely on the subject and avoid distractions.
Technically, the cutout is achieved using various methods, depending on the complexity of the subject. For simple objects with clear edges, the background can be removed, for example, using a drawing tool or an automatic selection. For more complex subjects, such as hair or fine details, more elaborate techniques like working with masks, channels, or the pen tool method (e.g., in Photoshop) are employed.
Cutouts allow for flexible use of an object in various contexts – such as on flyers, websites, or in catalogs. This is particularly standard in product photography: a shoe, a mobile phone, or a piece of furniture is cut out so that it can be presented on any background.
The quality of a cutout greatly depends on how cleanly and precisely the separation from the background is done. A poor cutout appears unprofessional – for example, due to frayed edges, color fringing, or cut-off details.
In summary:
A cutout isolates an image object, makes it versatile for use, and ensures that the focus remains entirely on the subject. It is a central element in professional image editing and visual communication.
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Gateway
Gateway – Interface between Networks
A gateway is a network device or software that serves as an interface between two different networks or systems. It enables communication and data exchange between networks that use different protocols, architectures, or data formats. Gateways play a central role in modern IT and communication infrastructure.
A simple example of a gateway is a router that connects a local home network to the Internet. In this case, the router acts as a gateway between the internal network (e.g., Wi-Fi) and the external network (Internet). It translates IP addresses and manages the traffic.
In more complex scenarios, such as enterprise IT, gateways take on significantly more extensive tasks. They can, for example, convert data from one email system to another, transform protocols from HTTP to MQTT (important for IoT applications), or synchronize data between different databases and platforms.
Another application area is payment gateways, as used in online retail. They enable a secure connection between an online shop and the respective payment provider (e.g., credit card companies or PayPal) and ensure an encrypted, secure payment transaction.
Gateways not only provide connectivity but often also additional functions such as data filtering, protocol conversion, security through firewalls or authentication. Especially in heterogeneous system landscapes – such as in Industry 4.0 environments or with cloud integrations – gateways are indispensable.
In summary, it can be said: Gateways are builders of bridges in the digital world. They ensure that different systems can communicate smoothly with one another and are therefore an indispensable element in today's connected IT infrastructure.
GDSN
GDSN (Global Data Synchronization Network) is a standardized network for the exchange of product data between trading partners worldwide. It enables real-time synchronization of accurate and consistent product information. The goal is to improve efficiency and transparency in the supply chain and reduce errors.
Generative Engine Optimization (GEO)
With the rapid rise of generative AI models like ChatGPT, Google Gemini, and Perplexity, the way people search for information online is fundamentally changing—and how content must be made discoverable. While traditional search engine optimization (SEO) primarily focuses on Google search results, Generative Engine Optimization (GEO) is aimed at visibility in generative AI systems. GEO is a new and dynamically evolving field that companies, content creators, and brands can no longer ignore if they want to remain visible in the long term.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) refers to the strategic optimization of content with the goal of being preferentially cited, mentioned, or recommended by generative AI systems. Unlike traditional search engines, where ranking occurs on a results page, these systems generate answers directly to user queries. Therefore, GEO addresses the question:
How do I ensure my content appears in the answers of chatbots and AI assistants?
This requires a deep understanding of how language models process content, utilize sources, and what criteria they use to select information.
Why GEO is becoming increasingly important
1. Changing search behavior
More and more people are using AI-assisted tools instead of traditional search engines. Questions like “What is the best coffee machine under €200?” or “How do I apply for a student visa in Canada?” are increasingly posed to chatbots—and these provide direct, summarized answers, often without referencing a Google results page.
2. Declining click-through rates in traditional search results
Google is already integrating AI-generated answers into the search (“AI Overviews”). This means that even if your website ranks number 1 on Google, it can be bypassed if the generative answer provides all necessary information. GEO aims to be integrated into these answers themselves.
3. Growing number of “Answer Engines”
Besides ChatGPT and Google Bard (Gemini), there are more and more specialized generative platforms (e.g., Perplexity, You.com, Claude, Neeva). GEO ensures that your content also gains attention there.
How do generative models work and what does this mean for GEO?
Generative AI models like GPT-4, Claude, or Gemini are based on billions of parameters and have been trained on vast amounts of text. They generate responses based on probable text continuations, supported by an internal “knowledge graph.”
They rely on two types of information:
Training Data – Content that has been integrated into the model (static, mostly not up to date)
Retrieval-Augmented Generation (RAG) – Models connected to search systems or plugins that fetch current information from the internet (e.g., ChatGPT with browsing function)
GEO aims to be present in both training and retrieval processes.
GEO vs. SEO: The key differences
Aspect | SEO | GEO |
|---|---|---|
Target platform | Google, Bing, Yahoo | ChatGPT, Gemini, Claude, Perplexity etc. |
Optimization goal | Ranking on results pages | Integration into generative answers |
Ranking factors | Backlinks, keywords, page speed | Authority, clarity, structure, citability |
Output | List of links | Direct answer in natural language |
Metrics | Click rate, position, dwell time | “Named mentions,” answer mentions |
Strategies for successful GEO
1. Provide clear, citable information
AI models love structured, precise, and factually correct content. GEO-relevant content:
provides clear answers to frequently asked questions
includes well-structured sections and headings
utilizes lists, tables, bullet points
defines terms clearly and completely
2. Build expertise and authority
Generative systems prefer content from reliable sources. Relevant signals include:
Mentions on trusted websites
References in scientific or governmental contexts
Author profiles with subject relevance (E-A-T principle: Experience, Authoritativeness, Trustworthiness)
3. Use of “Machine-readable Content”
Structured data formats such as:
Schema.org markup
JSON-LD
Open Graph Tags
allow machines to better understand and correctly assign content.
4. AI-friendly language and formats
Since AI has been trained on large amounts of human language, a generative wording style helps:
Use understandable language, avoid jargon overload
Avoid “keyword stuffing” in favor of natural text flows
Explicitly state frequently asked questions and their answers (“FAQ style”)
5. Timeliness and indexing
Ensure that:
your content is regularly updated
your website is publicly accessible and can be indexed by crawlers
ideally, you also appear in third-party sources (e.g., Wikipedia, specialty portals)
GEO tools and metrics
As GEO is still a young field, there are no standardized tools—but initial tools and methods are emerging:
Possible Tools
Perplexity AI: Which sources are being cited?
ChatGPT Advanced Data Analysis: Check your own texts for “AI compatibility”
Search Engine Simulators: Simulate how generative models respond
Relevant metrics (forward-looking)
“Mention Rate” – how often is your brand/website mentioned in generative answers?
“Answer Visibility Score” – how present is your domain in AI answers?
“Citable Content Coverage” – how much of your content is clearly citable?
Risks and challenges of GEO
1. Lack of transparency
Generative AI does not always display its sources—making it difficult to accurately measure how successful GEO strategies are.
2. Delayed impact
Even if you optimize content, it can take weeks for AI models to “see” or use it—especially with models that have static knowledge.
3. Copyright issues
If AI uses your content, the question arises: Will it be cited correctly? Will intellectual property be respected?
GEO in practice: Application examples
Example 1: Travel provider
A travel provider wants to appear in ChatGPT for questions like “What are the best activities in Mallorca?”. Through GEO-strategically formulated articles with lists, tips, and real experiences, it manages to be cited as a source in AI answers.
Example 2: SaaS company
A B2B software company regularly writes explanatory content about IT security standards. Thanks to clearly structured texts, good indexing, and semantic readability, it is more frequently used as a source by generative systems.
Conclusion: GEO is the new SEO
Generative Engine Optimization is not a short-term trend, but a structural change in how content is found on the internet. Those who create content today must not only think of Google— but of a variety of generative systems that increasingly focus on the direct answering of user questions.
Early GEO strategies provide companies with a decisive competitive advantage: Those who appear in AI answers will be more visible than those who only appear in traditional search results. GEO is the new elite class of visibility—for content that is to be understood by both humans and machines.
GitLab
GitLab is a web-based DevOps platform that originally started as a Git repository manager but has evolved over the years into a comprehensive solution for the entire software development and IT operations lifecycle. It allows teams to centrally and efficiently manage the complete lifecycle of software projects—from planning to developing, testing, delivering, and finally operating. With its open-source core and a wide range of features, GitLab has established itself as a strong alternative to GitHub, Bitbucket, and other tools.
We actively use it at dietz.digital as a software development tool and ticket system, which is why a longer article is available at this point.
1. Origin and Development
GitLab was founded in 2011 by Dmitriy Zaporozhets and Valery Sizov in Ukraine. The idea was to create a self-hosted Git management tool that is free and open-source. Git itself is a distributed version control system developed by Linus Torvalds—GitLab builds on this system and expands it with a variety of features that are essential for modern software development.
Today, GitLab is available in several versions:
GitLab Community Edition (CE) – the open-source version
GitLab Enterprise Edition (EE) – with advanced features for large enterprises
GitLab.com (Cloud) – a SaaS version hosted by GitLab Inc.
2. Main Features
GitLab offers numerous features that are divided into six core DevOps phases:
1. Plan
GitLab provides integrated project planning features, such as:
Issue Tracking
Milestones
Epics
Roadmaps
Kanban Boards
These tools allow teams to organize their work and prioritize tasks—all within the platform without needing to rely on external tools.
2. Create
The heart of GitLab is the Git repository. Developers can version, manage, and collaborate on their code here. Other important features:
Merge Requests (similar to Pull Requests on GitHub)
Code Reviews and Inline Comments
Branch Protection Rules and Access Controls
Web-based Editor
Snippets (sharing code snippets)
3. Verify
In this phase, GitLab supports automated testing and static code analysis. Continuous Integration (CI) is a central component:
GitLab CI/CD with .gitlab-ci.yml configuration files
Pipelines that automatically start with each commit
Integration of Unit Tests, Build Processes, and Code Linting
Parallel Jobs and Dependencies
4. Package
GitLab supports its own package registries:
Container Registry (Docker Images)
Maven, npm, NuGet, and other package formats
Package management directly in the project context
5. Release
Here, GitLab can automate deployments:
Continuous Delivery (CD)
Canary Releases, Rollbacks, Blue-Green Deployments
Deployment Tags
GitOps Integration with Kubernetes
6. Configure & Monitor
GitLab can manage infrastructure code and monitor systems:
Infrastructure as Code (e.g., with Terraform)
Kubernetes Integration
Monitoring with Prometheus and Grafana
Incident Management
GitLab CI/CD in Detail
A particularly noteworthy feature is GitLab CI/CD. This pipeline automation allows teams to fully automate the build, test, and release processes. CI/CD configuration is done through a YAML file in the project directory. Jobs can be executed sequentially or in parallel as needed. Runners (agents) perform these jobs, either on the GitLab infrastructure (in the cloud) or on their own servers (self-hosted).
Typical process:
Developer pushes code
GitLab starts a pipeline
Jobs are executed (Build, Test, Analyze)
On success: automatic delivery or manual approval
Security and Compliance
Security is an integral part of GitLab. Even in the free version, basic security features are available:
SAST (Static Application Security Testing)
DAST (Dynamic Application Security Testing)
Dependency Scanning
Secret Detection
Container Scanning
License Compliance Management
These functions help to identify security issues early in the development process.
Benefits of GitLab
Unified Platform: GitLab combines features that are often only available through a combination of multiple tools from other providers.
Open Source: The Community Edition is freely available and is actively developed.
Self-Hosted or Cloud: Companies can run GitLab themselves or use it as SaaS—depending on security and data protection requirements.
Strong Automation: The CI/CD functions are among the most powerful on the market.
Scalability: From small startups to large corporations, GitLab can be scaled.
Challenges and Criticisms
Despite its strengths, there are also challenges:
Complexity: The multitude of features can be overwhelming for beginners.
Performance with Large Repositories: In very large projects, misconfiguration can lead to performance issues.
User Interface: Not every user finds the UI intuitive—especially when compared to GitHub.
License Model: Some key features (e.g., advanced security scans or cluster management) are only available in the paid Enterprise version.
Comparison with GitHub and Bitbucket
While GitHub is more geared towards open-source communities and has a larger user base, GitLab excels with its CI/CD integration and "Single Application" approach. Bitbucket, on the other hand, is deeply integrated with other Atlassian products like Jira, making it attractive for Jira users.
In brief:
GitLab: All-in-one platform, ideal for DevOps
GitHub: Focus on developer community, large reach
Bitbucket: Strongly integrated into the Atlassian ecosystem
Areas of Application
GitLab is particularly suitable for:
Software development projects of any size
DevOps teams that value automation and transparency
Companies with high security needs
Universities and educational institutions that work collaboratively
Open-source projects thanks to free hosting options
Conclusion
GitLab is much more than just a Git repository manager—it is a fully-fledged DevOps platform that covers the entire lifecycle of software development. With its broad range of features, high customizability, and strong automation, GitLab is one of the most powerful tools in modern software development. Although it requires some onboarding time, it offers enormous benefits to both small teams and large companies in the daily development process.
An alternative to GitLab is also Jira.
Google Ads
As a Google partner, we provide various clients with comprehensive ad strategies. An indispensable part of this is Google Ads. Below, we want to show you the essential parameters of Google Ads. But beware: using Google Ads correctly is complex, time-consuming, and must remain constantly in management, that is, daily.
Nevertheless, it is important, even though we as an agency implement it, to understand a bit more about how Google Ads work. Google Ads are not a competitor to SEO or GEO; they are always an addition and are part of the media plan.
There are significant differences in the use of campaign types. Therefore, it should be mentioned here that a digital strategy is needed to know exactly how budgets and messages can be utilized optimally and efficiently.
Please feel free to contact us.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is Google's advertising platform that allows businesses to run paid ads in Google search results, on YouTube, in Gmail, and throughout the Google Display Network. It is one of the most effective and widely used forms of online marketing, as it enables targeted advertising that is displayed precisely when users search for specific information, products, or services.
Google Ads is based on an auction model and the so-called Pay-per-Click (PPC) principle: advertisers only pay when a user actually clicks on their ad.
How does Google Ads work?
The Google Ads system is designed to show highly relevant ads to users who make a specific search query or surf on certain websites. The most important components are:
Keywords Advertisers define keywords that should trigger their ad to appear when a user enters them. These keywords should match the offer and reflect search intentions.
Ad auction For every search query, Google decides within milliseconds which ads will be displayed. This decision is based on a mix of bid amount, quality score, and expected click-through rate.
Quality score The quality score is a metric calculated by Google ranging from 1 to 10 based on the relevance of the ad, the user experience on the landing page, and click-through rate (CTR).
Ad formats Google Ads offers various formats:
Text ads in Google search
Display ads (graphics) on partner websites
Shopping ads for e-commerce
Video ads on YouTube
App advertising in the Google Play Store and other channels
Benefits of Google Ads
High reach Google processes several billion searches daily. With Google Ads, one can be specifically visible when potential customers search for solutions.
Targeted advertising Users can be segmented by location, language, device, interests, age, and much more. This means: Ads are only shown to those who are genuinely relevant.
Quick results Unlike search engine optimization (SEO), where results can take weeks or months, Google Ads has an immediate effect once the campaign is activated.
Full cost control Advertisers set a daily or monthly budget. There are no minimum costs, and you only pay for actual interactions (clicks).
Measurability and optimization With Google Ads, all metrics such as clicks, impressions, conversions, cost per conversion (CPA), and return on ad spend (ROAS) can be measured and analyzed precisely.
Best practices for successful Google Ads
Conduct keyword research intensively Use tools like the Google Keyword Planner to find relevant search terms that show both search volume and purchase intent.
Clearly structure campaigns and ad groups A clean structure helps to target budgets effectively and analyze the performance of individual areas.
Regularly test ad texts Use different variants (A/B testing) to find out which formulations achieve the best click-through rate.
Optimize landing pages The page that is clicked on should match the ad text, load quickly, be mobile-friendly, and contain clear calls to action.
Set up conversion tracking Only those who know which ads lead to sales or leads can manage their campaigns sensibly.
Use negative keywords Avoid unnecessary expenses by excluding terms that do not match your offer.
Common mistakes with Google Ads
Too broad keywords: This leads to too much scatter loss and high costs without conversions.
Missing segmentation: Without audience settings, the budget often goes to waste.
No optimization: Campaigns that are set up once and never adjusted rarely perform well.
Poor ad quality: Irrelevant or boring ads get few clicks and lower the quality score.
Budgeting and costs
The costs for Google Ads are flexible. Billing is usually done via Cost-per-Click (CPC). The average CPC values vary significantly by industry, competition, and keyword:
Low CPCs: from €0.10 (e.g., in niches)
High CPCs: over €5 (e.g., in finance or insurance)
It's important to note that the highest bidder does not automatically win – the quality score plays a crucial role as well.
Google Ads vs. SEO
Criterion | Google Ads | SEO |
|---|---|---|
Visibility | Immediate after campaign launch | Long-term buildup |
Costs | Ongoing costs per click | No click costs, but effort for content |
Control | High control, precise targeting | Less flexible |
Sustainability | Only as long as budget is available | Sustainable visibility |
Both methods have their justification and work particularly effectively in combination.
Conclusion
Google Ads is an extremely powerful tool for businesses of all sizes to reach their target audiences specifically, measurably, and scalably. It offers flexibility, control, and immediate visibility – provided that one approaches it strategically. Continuous optimization, data-driven decisions, and a good balance between ad texts, keywords, and landing pages are key to success.
Whether you want to generate leads, sell products, or build your brand – with Google Ads, you can efficiently pursue your goals. But as with any marketing channel, it holds true: Success does not occur automatically but is the result of careful planning and constant optimization.
H
Holistic
Holistic is an approach that aims to understand and view systems as a whole rather than breaking them down into isolated parts. It emphasizes the interactions and interdependencies within a system and takes into account the diverse influences to develop comprehensive solutions.
HubSpot
HubSpot is a comprehensive, cloud-based platform that helps businesses optimize their marketing, sales, and customer service processes. HubSpot is particularly well-known for its approach to inbound marketing – a method aimed at attracting customers through useful content and personalized communication rather than interrupting them with traditional advertising. Since its founding in 2006, HubSpot has evolved from a pure marketing tool into a versatile business platform used worldwide by startups to large corporations.
1. The History of HubSpot
HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. The two recognized that traditional marketing methods – such as cold calling or mass messaging – were losing effectiveness. Instead, they wanted to help companies engage with customers in a new way: through helpful content that is available exactly when the customer needs it.
This idea was the starting point of the inbound marketing concept – and the beginning of HubSpot. The company grew rapidly and continually developed its platform. Today, HubSpot is one of the leading providers of CRM software globally and is listed on the New York Stock Exchange (NYSE).
2. The HubSpot Product Range
HubSpot consists of several integrated "hubs" that can be used individually or combined depending on needs:
a) Marketing Hub
The Marketing Hub is the centerpiece for inbound marketing activities. It includes features such as:
Creating and managing landing pages
Email marketing and automations
SEO tools
Social media management
Blogging and content creation
Lead capture and tracking
The goal is to convert visitors into leads and further develop them through targeted campaigns.
b) Sales Hub
The Sales Hub supports sales teams in organizing, tracking, and closing deals. Key features include:
Email tracking and templates
Meeting scheduler
Deal pipelines
Task and activity management
Proposal and contract templates
Sales automation
This allows sales employees to work more efficiently and focus on truly qualified leads.
c) Service Hub
This area is aimed at customer service and helps with the care of existing customers. Features include:
Ticket system for handling support inquiries
Knowledge base
Live chat and chatbots
Customer feedback tools (e.g., NPS)
Automated service workflows
The goal is to retain customers in the long term and increase their satisfaction.
d) CMS Hub
HubSpot's CMS Hub enables companies to create, manage, and personalize websites – without programming knowledge. Features:
Drag-and-drop editor
Dynamic content based on visitor profiles
SEO optimization
Integrated analytics functionalities
Unlike traditional CMS platforms like WordPress, HubSpot's CMS is fully integrated with marketing and CRM data.
e) Operations Hub
This hub is aimed at technical teams and ensures better data quality and integration. Tools include:
Data synchronization between platforms
Automated data cleansing
Workflow extensions through custom code
Integrations with third-party systems via APIs
3. The Core: HubSpot CRM
HubSpot's free CRM forms the basis of all activities. It offers:
Overview of contacts, companies, deals, and tasks
Real-time tracking of customer interactions
Pipeline management for sales and marketing
Automatic data capture from emails, calls, and forms
Thanks to seamless integration with the other hubs, teams always maintain an overview of their customers and activities – from the first contact to long-term care.
4. Inbound Marketing – The Core Idea
The central approach of HubSpot is inbound marketing. Unlike outbound marketing, which relies on advertising and active customer acquisition, inbound is based on the principle: "Help people first, then they might buy from you."
The method can be divided into three phases:
Attract – e.g., through blogs, social media, and SEO
Engage – through personalized communication, email marketing, and lead nurturing
Delight – through excellent service, customer loyalty, and referrals
HubSpot provides the right tools for each of these phases, from content creation to automated customer service.
5. Automation and Workflows
A major advantage of HubSpot is automation. Using so-called workflows, recurring processes can be automated, for example:
Welcome emails after registration
Lead nurturing tracks
Reminders for follow-ups
Automatic assignment of leads to sales employees
These automations save time and help to personalize communication with customers – without manual effort.
6. Reporting and Analytics
HubSpot provides extensive reporting tools. Users can:
Configure dashboards individually
Track conversions (e.g., from lead to customer)
Measure campaign successes
Evaluate sales performance
The data helps make informed decisions and continuously improve marketing and sales strategies.
7. Integration and Extensibility
Another advantage is the high compatibility with other systems. HubSpot offers:
Over 1,000 integrations in the marketplace (e.g., with Salesforce, Mailchimp, Zoom, Slack)
Open APIs for custom adjustments
Native integrations with Google and Microsoft products
This allows HubSpot to be easily integrated into existing business processes.
8. Pricing Structure
HubSpot offers a freemium model: Many basic functions (especially in CRM) are available for free indefinitely. Additionally, there are paid packages ("Starter", "Professional", "Enterprise") that vary in functionality, number of users, and support.
For small businesses, the free entry point is often sufficient, while larger companies can benefit from the advanced functions.
9. Advantages of HubSpot
User-friendly: Intuitive interface, usable even without IT knowledge
Modular structure: Only the required hubs need to be activated
All from one source: No tool chaos, all data is centrally consolidated
Strong community: Thousands of tutorials, forums, HubSpot Academy
Regular updates: Continuous development and new features
10. Challenges and Criticism
Despite many advantages, there are also some weaknesses:
Costs: With increasing functional needs, HubSpot can become expensive
Complexity in scaling: Large setups require professional configuration
Customization limitations: Not all areas are 100% flexibly customizable
Strong dependency on the ecosystem: Migration to other platforms is cumbersome
Conclusion
HubSpot is a powerful all-in-one platform for companies that want to centrally manage marketing, sales, and customer service. With its user-friendly approach, extensive automation capabilities, and flexible scalability, HubSpot is particularly attractive for growing companies. Those who want to successfully attract, retain, and delight customers in the long run will find in HubSpot a modern, data-driven tool that is convincing both strategically and operationally. Feel free to contact us about this!
Hunter in Sales
Hunter in Sales – The active seller on the hunt for new customers
In sales, the term “Hunter” describes a specific role or mentality of a seller. A Hunter specializes in acquiring new customers, meaning they go “on the hunt” for business opportunities. They focus heavily on prospecting, networking, and building new business relationships – in contrast to the “Farmer”, who cares for and nurtures existing customers.
The Hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a Hunter include identifying potential customers (leads), initial contact (cold calling or email), presenting products or services, as well as closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or firms looking to venture into new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenues and gains new market shares.
A successful Hunter needs not only communicative skills but also a good dose of resilience, strategic thinking, and a knack for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer loyalty and long-term relationships, the Hunter ensures that new customers actually come into the company. Both roles are important – but especially in dynamic industries or during the introduction of new products, the Hunter is indispensable for success.
In short: A Hunter in sales is the engine for growth – goal-driven, proactive, and always on the lookout for the next deal.
I
Intercom
Intercom is a modern communication platform that helps companies interact with their customers in real time. It was founded in 2011 and has since established itself as a central tool in customer communication and user experience. Intercom combines live chat, automated messages, helpdesk features, and a CRM system into a single, user-friendly platform.
At the heart of Intercom is the live messenger, which can be directly integrated into websites or mobile apps. This allows companies to communicate immediately with website visitors or existing customers. The platform provides both real-time and automated communication, which offers significant advantages, especially in marketing, sales, and customer service. Chatbots and automated messages enable the answering of frequently asked questions without human intervention and efficiently qualifying leads.
Another core area of Intercom is the help center. Companies can build a knowledge base there, where customers can find answers to common questions themselves. These self-service options relieve support teams and simultaneously improve the user experience.
Intercom can be integrated with numerous tools, such as Salesforce, Slack, HubSpot, or email services like Mailchimp. The platform also offers detailed analytics and reports that allow companies to monitor user behavior, the performance of support, and the success of campaigns.
The user interface of Intercom is modern and intuitively designed, making implementation easier. Especially for SaaS companies, e-commerce platforms, and digital startups, Intercom is a valuable tool for increasing customer retention and conversion rates.
Overall, Intercom is a powerful solution for companies that want to centralize and automate their customer communication.
IOC
IOC (Individual Output Container) is an output format of the dynamicPIM® PIM system that creates the possibility of generating customized output formats with Excel files for customers to download.
J
Jira
Jira is a web-based project management tool that was originally developed by Atlassian to track bugs in software projects. Today, Jira is much more than just a bug-tracking tool – it has evolved into a versatile platform for agile project management, task tracking, and team collaboration. Especially in software development, Jira is widely used worldwide and supports methodologies such as Scrum, Kanban, or a hybrid of them.
The heart of Jira is the so-called “Issue” system. Each “Issue” represents a single task, a problem, or a feature that can be tracked and managed. These can be individually configured, prioritized, commented on, and assigned deadlines. Teams can create projects, plan sprints, and visualize their progress through dashboards and reports. By integrating boards (such as Kanban or Scrum boards), teams can always keep an overview of the project status.
A major advantage of Jira is its high customizability. Workflows, fields, and permissions can be flexibly designed to meet the requirements of small teams all the way to large enterprises. In addition, Jira can be extended through the Atlassian Marketplace platform – here thousands of add-ons are available, such as for time tracking, test management, or integration with other tools like GitHub, Slack, or Confluence.
Another plus is the cloud option, where no own infrastructure is necessary. Alternatively, Jira can also be operated locally (Server/Data Center).
Despite its advantages, Jira is often considered complex for beginners. A good training or introduction is therefore sensible to fully leverage its potential. Overall, Jira is a powerful tool that offers real value, especially in agile teams.
An alternative that we use is GitLab.
K
Keywords
Keywords, long-tail keywords, and focus keywords are central terms in the field of search engine optimization (SEO). They help to structure content in a way that makes it easier for search engines like Google to find and index it.
Keywords are terms or phrases that users enter into a search engine to find specific information. For website operators, it is important to incorporate relevant keywords into their content to increase visibility for appropriate search queries. Keywords should be placed meaningfully in both the text and in headings, meta tags, and image descriptions.
Long-tail keywords are longer, more specific search terms that often consist of three or more words. They tend to have a lower search volume than general keywords, but usually have a higher conversion rate. This is because long-tail keywords reflect more targeted search intentions. For example: while “shoes” is a general keyword, “red running shoes for women size 38” would be a long-tail keyword. They are particularly suitable for niche markets or to address more specific target audiences.
Focus keyword (also: focus key phrase) refers to the central keyword that a specific piece of content is optimized for. It should appear in the URL, the page title, the headings, and several times in the text – but without keyword stuffing. The focus is on relevance and natural integration.
The targeted use of these three elements significantly contributes to the SEO strategy. Good keyword research forms the foundation for successful content. Tools like Google Keyword Planner, Ubersuggest, or Ahrefs help to identify suitable keywords and long-tail keywords, thereby greatly improving discoverability in search engines.
AI
Artificial Intelligence (AI) is a technology that enables machines to exhibit human-like intelligence. It encompasses machine learning, neural networks, and algorithms to analyze data, recognize patterns, and make decisions. AI finds applications in areas such as healthcare, automation, natural language processing, and autonomous driving.
Click-through rate
Click-Through Rate in Marketing – Metric for Attention and Interest
The Click-Through Rate (CTR) is a central metric in online marketing. It measures how often users click on a link, an ad, or a call-to-action (CTA) in relation to the number of impressions. The click-through rate provides insights into how well an advertisement or content resonates with the target audience.
The formula is:
Click-Through Rate (CTR) = (Number of Clicks ÷ Number of Impressions) × 100
Example: If an ad is displayed 10,000 times and clicked 150 times, the CTR is 1.5 %.
The click-through rate is an indicator of relevance and performance. A high CTR indicates that the message grabs attention, generates interest, and encourages interaction. Conversely, a low click-through rate may suggest unclear messaging, an inappropriate target audience, or a less attractive offer.
In various channels, the click-through rate plays an important role:
Email Marketing: How many recipients click on the link in a newsletter?
Search Engine Ads (SEA): How often do users click on a Google Ads ad?
Social Media Ads: How many users interact with a sponsored post?
Organic Search Results (SEO): How many users click on a search result?
To optimize the CTR, measures such as concise subject lines, compelling calls-to-action, relevant content, good design, and targeted targeting are employed. A/B testing also helps to determine which variant works better.
Conclusion: The click-through rate is an important measure of the effectiveness of digital marketing efforts. It shows whether a message is not only seen but also actively accepted – and is therefore a first step towards conversion.
KPI
KPI (Key Performance Indicator) are measurable values that evaluate the progress and success of a company or project. They help to monitor and control performance goals by representing important business metrics such as revenue, customer retention, or conversion rates. KPIs support decision-making and strategic planning.
L
Landing Page
A landing page is a specially designed webpage that visitors arrive at through advertisements or search results. Its main purpose is to promote a specific action, such as sign-ups or purchases. It is optimized for conversion, with clear calls to action and focused content to guide users effectively.
Lead Management
Lead management encompasses the process of capturing, qualifying, and nurturing potential customer contacts (leads). The goal is to convert prospects into paying customers through targeted marketing and sales efforts. It includes tracking, analyzing, and optimizing leads to shorten the sales cycle and increase revenue.
Local SEO
Local SEO is a subfield of search engine optimization that focuses on improving a business's visibility in local search results. The goal is to reach potential customers in the immediate vicinity of a business or service provider online. Local SEO is crucial for small and medium-sized businesses with a physical location—such as restaurants, craft businesses, doctors, or hairdressers—to establish themselves in the digital competition.
A central element of local search engine optimization is the Google Business Profile (formerly known as “Google My Business”). Here, businesses can enter information such as address, opening hours, phone number, website, and photos. A fully and correctly filled-out profile improves the chances of being displayed in Google's so-called “Local Packs”—these are the map entries that appear at the top of local searches like “bakery nearby.”
Other important factors for Local SEO include local keywords, e.g., “dentist Munich,” as well as NAP consistency (Name, Address, Phone Number), which should be indicated the same way across all online directories. Reviews also play a central role: Many positive Google reviews not only increase user trust but also improve rankings in local search queries.
Moreover, local backlinks, or links from regional websites or media, help to increase Google's trust. Technically speaking, the business website should also be mobile-friendly and load quickly, as many local search queries take place via smartphones.
Overall, Local SEO enables businesses to specifically target customers on-site, strengthen their online presence, and differentiate themselves from competitors—especially in an increasingly digital world. Do you have a specific business or industry in mind?
M
Marketing Automation
Marketing automation refers to the use of software and technology to automate and optimize marketing processes and campaigns.
Meta Description
The meta description = Meta Description is an HTML meta tag that contains a short description of a webpage and is displayed in search results. It is intended to summarize the content of the page, include relevant keywords, and encourage users to click on the link to visit the page.
O
Off-Site SEO
Off-site SEO includes measures outside of one's own website to improve search engine ranking. These include link building, social media marketing, influencer outreach, and guest posts. The goal is to increase the authority and relevance of the website through external signals, which leads to a better positioning in search engines.
On-Site-SEO
On-site SEO includes optimizations directly on a website to improve its visibility in search engines. This includes keyword optimization, meta tags, internal linking, load times, mobile optimization, and user-friendly content.
P
PDP
PDP stands for "Product Detail Page" and refers to the detailed product page in an e-commerce shop. On the PDP, customers find comprehensive information about a specific product, including descriptions, images, prices, availability, and customer reviews to support their purchasing decisions.
Performance Marketing
Performance Marketing is a form of digital marketing that focuses on concrete, measurable actions (commonly known as “performances”). Examples include:
Clicks on ads
Conversions (e.g., purchases, registrations, downloads)
Leads (e.g., filled-out forms)
Engagements (e.g., comments, likes, shares)
The special thing about Performance Marketing is the data-driven optimization: Every step of the customer journey is tracked, evaluated, and subsequently improved. The goal is to achieve maximum efficiency from the marketing budget invested.
We do this every day and provide our clients with comprehensive support in the area of Performance Marketing. Feel free to reach out to us if you want to know more. Here’s a first glimpse into all the tools of Performance Marketing.
Features of Performance Marketing
1. Search Engine Marketing (SEA & SEO)
Measurability: All measures can be precisely tracked based on KPIs (Key Performance Indicators).
Transparency: Companies know where their customers come from, which channels perform well, and where there is a need for optimization.
Targeted: Campaigns are aimed at clearly defined goals – such as increasing sales, generating leads, or app installations.
Result-oriented: Payment is often made only upon success (e.g., clicks or conversions), which reduces risk.
Important Channels in Performance Marketing
SEA (Search Engine Advertising):
Paid ads on search engines (e.g., Google Ads). Users are directly addressed when they search for relevant terms.
SEO (Search Engine Optimization):
Organic measures to be better found in unpaid search results. Not a classic performance channel in the narrower sense, but important for long-term results.
2. Social Media Advertising
Platforms like Facebook, Instagram, LinkedIn, TikTok, or X (Twitter) offer powerful targeting options. Companies can run campaigns aimed at reach, interaction, or conversion.
3. Display Advertising
Ad banners on websites or in apps. Display ads are well suited for retargeting and brand awareness, but can also be optimized for conversions.
4. Affiliate Marketing
In this model, companies partner with affiliates (publishers) who promote their products or services. Payment is usually performance-based – e.g., per sale or lead.
5. Email Marketing
Emails also count towards Performance Marketing when used purposefully and when results (e.g., open rates, clicks, conversion rates) are measured and optimized.
6. Influencer Marketing (performance-oriented)
Cooperations with influencers can also be performance-based, e.g., via tracking links, discount codes, or pay-per-sale agreements.
Key Performance Indicators (KPIs)
Success in Performance Marketing is made measurable through clear KPIs:
CTR (Click-Through Rate): Ratio of clicks to impressions
CPC (Cost-per-Click): Cost per click on an ad
CPA (Cost-per-Acquisition): Cost per conversion
Conversion Rate: Proportion of users who perform a desired action
ROAS (Return on Ad Spend): Ratio of revenue to advertising costs
CLV (Customer Lifetime Value): Value of a customer over the entire customer relationship
These metrics help optimize campaigns purposefully and use budgets effectively.
Advantages of Performance Marketing
1. Cost Efficiency
Those who only pay when an action occurs (e.g., click or purchase) take on a manageable risk. Particularly attractive for SMEs.
2. Measurability & Transparency
All activities are measurable in real-time. You know exactly which ad on which channel generates what return.
3. Targeted Deployment
Targeting options allow for addressing precisely defined target groups based on interests, age, location, behavior, etc.
4. Flexibility and Scalability
Campaigns can be paused, adjusted, or expanded at any time. Advertising budgets can be dynamically allocated to the best channels.
5. Quick Results
Performance marketing measures usually deliver first results within a very short time – ideal for short-term sales actions or product launches.
Challenges in Performance Marketing
1. High Competitive Pressure
Depending on the industry, click prices (e.g., on Google Ads) can quickly become expensive. If not optimized correctly, you burn your budget.
2. Complexity
Successful Performance Marketing requires know-how in many areas: analysis, tracking, ad copy, design, targeting, A/B testing, etc.
3. Dependence on Platforms
Many measures run through third-party providers like Google or Meta - changes in algorithms or ad policies can significantly impact performance.
4. Data Protection & Tracking Restrictions
Due to data protection regulations (GDPR, ePrivacy, iOS tracking restrictions), gathering user data is becoming increasingly difficult.
Performance Marketing Strategy: Here’s How
1. Goal Definition
What do you want to achieve? (e.g., 1,000 newsletter sign-ups, 500 sales, 20% more app installs)
2. Target Audience Analysis
Who is the target audience? What needs, channels, and digital touchpoints are there?
3. Channel Selection
Which channels are best suited to reach the target audience?
4. Ad Design
Ads must stand out, communicate a clear benefit, and urge action (call to action).
5. Tracking & Setup
Google Analytics, Meta Pixel, conversion tracking: without technical setup, optimization and success measurement are hardly possible.
6. Testing & Optimizing
A/B tests, segment analyses, and continuous budget reallocations are crucial for long-term success.
Performance Marketing vs. Branding
Criterion | Performance Marketing | Branding |
|---|---|---|
Goal | Measurable actions (click, purchase, lead) | Brand awareness, trust |
Time Horizon | Short to medium-term | Long-term |
Budget Focus | Direct performance | Long-term brand building |
Measurability | High | Low (often indirect) |
Channels | Search engines, social ads, affiliate, etc. | TV, print, PR, YouTube, branding campaigns |
Ideally, both complement each other: Branding strengthens trust, while Performance ensures measurable results.
Conclusion
Performance Marketing is today a central component of modern marketing strategies. It allows companies of all sizes to deploy their budgets purposefully where they demonstrably have an impact. The data-driven approach, combined with flexible campaign management, ensures that resources are used efficiently – and that payment is only made for real results.
Those who want to succeed in Performance Marketing need a good understanding of target audiences, channels, data analysis, and creativity. The great strength lies in measurability and optimizability – but that also requires continuous attention, know-how, and technical setup.
Whether for lead generation, sales increase, or customer retention – Performance Marketing provides the right tools for concrete successes in the digital world.
Person
Personas in Marketing – Making Target Groups Tangible
A persona is a fictional but realistic profile that describes a typical representative of a target group. In marketing, sales, and product development, it serves to better understand customer groups, anticipate their needs, and more effectively tailor communication and offerings. Personas are a central element of user-centered strategies – particularly in content marketing, UX design, and inbound marketing.
A well-developed persona includes far more than just demographic data. It encompasses among other things:
Name, Age, Profession, Education
Goals, Challenges, Wishes
Buying Behavior, Decision Processes
Media Usage and Information Sources
Typical Quotes or Statements
Values and Attitudes
Example: “Lisa, 35, Marketing Manager in a medium-sized company, uses LinkedIn for professional development, values efficiency, prefers digital solutions, and gathers information about purchasing decisions from industry blogs and recommendations.”
Through personalization, an emotionally tangible image of the target group emerges. Teams can better empathize with their customers, create more targeted content, and develop products and services precisely. Moreover, personas facilitate cross-departmental coordination – marketing, sales, and product management talk about the same “customer.”
Personas are ideally based on real data: customer interviews, surveys, web analyses, or CRM data. They should be regularly updated and adapted to market changes.
It is important to note: personas are not stereotypes. They should be representative and realistic – not idealized. Often, several personas are developed for different segments, e.g., decision-makers, users, or influencers in a B2B context.
In conclusion: personas make target groups tangible, foster empathy within the team, and enable more precise marketing measures – an indispensable tool in customer-oriented communication.
Personalization
Personalization in Marketing – Relevance Creates Impact
Personalization in marketing means tailoring content, offers, and communication specifically to individual people or specific target groups. The goal is to provide the customer with exactly what interests them in their current situation or what fits their behavior – thereby increasing relevance, engagement, and conversion.
In the digital world, customers are increasingly expecting tailored experiences. A personal address in the newsletter, product recommendations based on previous purchases, or dynamically adjusted website content are just a few examples of personalized marketing. Studies show: Personalized campaigns achieve higher open, click, and conversion rates than generic measures.
The foundation of personalization is data. Through CRM systems, web tracking, social media interactions, and purchase histories, companies gather valuable information about their customers. This data is used to form segments, plan individual customer journeys, or control automated marketing processes – e.g., through marketing automation tools like HubSpot, Mailchimp, or Salesforce Marketing Cloud.
A simple example: An online store sends a customer who recently bought running shoes targeted tips for care, suitable socks, or offers for running apparel. Another customer who abandoned their purchase receives a reminder or a voucher for reactivation.
It is important to handle data responsibly in accordance with the GDPR. Transparency, consent, and data protection must always be ensured.
Conclusion: Personalization is not a nice extra but a crucial success factor in modern marketing. It leads to better customer experiences, stronger brand loyalty, and more effective campaigns. Those who understand their customers and address them individually clearly stand out in the competitive landscape.
Pillar Page
Pillar Page – The Heart of an Effective Content Strategy
A Pillar Page (also known as a "Pillar Page") is a central, comprehensive article or webpage that covers a broad topic in detail. It serves as the structural foundation for a content marketing strategy and links to several thematically related, more detailed subpages – called Cluster Content Pages. Together, they form what is known as a Content Cluster.
The goal of a Pillar Page is to provide a user (and also search engines) with a complete overview of a specific topic, such as "Search Engine Optimization," "Project Management," or "Online Marketing." While the Pillar Page is generally broad and wide-ranging, the linked subpages delve deeper into individual aspects of the topic, such as "On-Page SEO," "Keyword Research," or "Content Creation.".
This structure is particularly SEO-friendly. The internal linking enhances the relevance and authority of the topic, helping Google to better understand the relationship. At the same time, the user experience improves, as readers can easily navigate between the broader topic and specific content.
A good Pillar Page is usually longer than a classic blog article (often 2,000+ words), well-structured, contains clear call-to-actions (CTAs), concise paragraphs, internal links, and possibly also multimedia elements such as videos or infographics.
Example: A marketing agency could create a Pillar Page on the topic of "Content Marketing." This page would then contain sections like "What is Content Marketing?", "Strategy Development", "Distribution", "Measurement" – and link to more in-depth articles.
Conclusion: A Pillar Page is not only good for SEO but also helps to build expertise and trust. Those who structure their website content clearly and present topics meaningfully will be found more easily in the long term – and provide real value to their target audience.
PIM system
PIM System - Central Management of Product Information
A PIM System (Product Information Management) is a software solution for the central collection, management, and distribution of product information. In times of multichannel distribution and international markets, it is becoming increasingly important for companies to provide consistent and complete product data efficiently. This is where a PIM system comes into play.
The main goal of a PIM system is to collect all product information in one central location – this includes descriptions, technical data, images, videos, documents, translations, and much more. These centrally maintained data can then be easily and error-free distributed to various sales channels such as online shops, marketplaces, catalogs, or print media.
Especially for companies with extensive ranges or frequently changing products, a PIM system offers enormous advantages: it reduces manual errors, accelerates product launches, and improves data quality. Additionally, maintaining information in multiple languages is significantly facilitated by structured workflows.
A modern PIM system enables connection to ERP, CRM, and shop systems and plays a central role in digital transformation. It supports not only marketing and sales but also internal collaboration between product management, purchasing, and IT.
Through the optimized provision of product data, a PIM system ultimately ensures a better customer experience: customers find the right information more quickly, which positively influences purchasing decisions and reduces returns.
In conclusion: A PIM system is essential for companies that manage many products or sell through various channels today. It creates order, efficiency, and flexibility – important success factors in modern e-commerce and omnichannel distribution. Ideally combined with a DAM system.
Post-Production
Post-Production – The Creative Finishing Touch After Filming
The term Post-Production refers to all the work steps that take place after the actual film shoot or recording of an audiovisual project. It is an essential part of the production process in film, television, music, advertising, and also in digital media such as YouTube or podcasts.
Post-Production begins as soon as the raw material (video, sound, image) has been fully recorded. The most important work steps include:
Review and Selection: The filmed material is reviewed, sorted, and the best shots are selected.
Video Editing: Here, scenes are assembled, shortened, and structured dramatically. The editing determines the pace, rhythm, and impact of the final product.
Audio Editing: This includes dubbing, voice recording (voice-over), sound design, musical accompaniment, and the final mixing of the sound.
Color Correction & Color Grading: The colors are adjusted to create a uniform look or to evoke specific moods.
Visual Effects (VFX): Animations, 3D elements, or special effects are added – for example, explosions, digital backgrounds, or texts.
Subtitles & Graphics: Text inserts, titles, logos, or lower thirds are integrated.
Export & Distribution: In the end, the finished project is exported in various formats – for cinema, TV, social media, or streaming platforms.
Post-production is often time-consuming, but crucial for the quality of a project. It is where atmosphere, style, and professionalism are created. Even a simply filmed clip can be significantly enhanced through skillful post-editing.
In today's digital media world, post-production is not just a creative finishing touch, but also an important tool for storytelling optimization. Good post-production distinguishes amateur clips from professional productions – it turns recordings into a real experience.
Product Title
Product Title in Marketing – The First Impression Counts
Product titles are much more than mere labels in marketing – they are the first touchpoint between the product and potential customers. A good product title can capture attention, foster interest, and trigger the purchase impulse. Especially in e-commerce and on marketplaces like Amazon, eBay, or Etsy, product titles play a crucial role in visibility, click-through rate, and conversion.
An effective product title serves multiple functions:
Clarity: The title should clearly describe the product. Customers must immediately recognize what it is about.
Relevance: Important keywords – that is, terms customers are searching for – should be integrated to be better found in search engines and shop search functions.
Attractiveness: An appealing title emotionally engages the target audience and highlights the benefits.
Structure: Especially with extensive assortments, structured titles with defined components (e.g., brand, product type, main feature, size/color) are helpful.
Example: “Nike Air Max 270 Men's Sneakers – breathable, black, size 44”
This title contains the brand, model, target group, a benefit promise (breathable), the color, and the size – ideal for both humans and machines.
Errors to avoid: overly general terms, keyword stuffing, unnecessary special characters, or irrelevant information. Also, overly long titles can appear cluttered or be cut off in mobile views.
Product titles should be regularly reviewed and tested – for example, through A/B testing or performance analyses. Because small optimizations can have a big impact on click rates and sales.
Conclusion: The product title is a central element in the digital sales process. Those who formulate it precisely, search-engine-friendly, and target group-oriented secure decisive advantages in the competitive environment.
R
Rebranding
Rebranding refers to the strategic process by which a company, product, or brand receives a new appearance. This may involve the logo, name, colors, design, but also the positioning or brand message. The goal is to change the perception by customers, partners, or investors and make the brand more relevant, modern, or credible.
There are many reasons for a rebranding. It often occurs after mergers to unify several brands under a consistent appearance. Image problems, changing target groups, or new strategic directions can also be triggers. Technological changes, international expansion, or simply outdated designs are other typical reasons.
However, a rebranding is not a cosmetic intervention, but a complex process. It starts with a thorough analysis of the existing brand identity, target groups, and market environment. This is followed by the conception of a new brand strategy and creative implementation, for example, in the form of a new logo or slogan. Equally important is internal communication: employees must understand and embody the new brand to authentically represent it outwardly.
A successful rebranding combines continuity with innovation. It preserves the values and strengths of the old brand while not closing itself off from change. At the same time, it carries risks—especially when the change is not communicated understandably or is not accepted by customers.
Therefore, transparency is crucial: those who explain why something is changing and what benefits the change brings gain trust. Good rebranding strengthens the brand in the long term—both visually and emotionally.
Reach
Reach is a central concept in marketing and describes the number of people who are potentially or actually reached by a specific advertising message, post, or campaign. It indicates how many people have perceived a brand, a product, or information – whether through social media, email, websites, print media, or other channels.
One distinguishes between organic reach and paid reach.
Organic reach arises from unpaid content, e.g. social media posts, blog articles, or recommendations. It usually grows more slowly, but is often more credible.
Paid reach is generated through advertising (e.g. Google Ads, Facebook Ads). It can quickly achieve high reach, but is associated with costs and requires good targeting.
Another important concept is viral reach, where content finds a large, often unexpected distribution through sharing, liking, or commenting. This form plays a significant role in social media marketing.
However, reach alone is not a guarantee of success. Decisive is the qualitative reach – whether the right target groups are being addressed. A post with high reach but without engagement or conversion brings little value. Therefore, reach is often considered together with other metrics like impressions, click-through rate (CTR), or engagement rate.
For companies, the continuous increase of reach is an important goal to build brand awareness, acquire customers, and secure competitive advantages. Strategies for increasing reach include, among others, content marketing, search engine optimization (SEO), influencer collaborations, or targeted advertising campaigns.
In short: Reach is the foundation of every successful marketing communication – but only effective when used purposefully and sensibly.
Responsive
Responsive refers to the ability of a website or application to adapt to different screen sizes and device types to ensure an optimal user experience. By using flexible layouts and media queries, responsive design dynamically adjusts to the requirements of the specific end device.
ROI
ROI (Return on Investment) is a metric used to evaluate the profitability of an investment. It measures the ratio between the profit or benefit of an investment and the costs associated with it. ROI is often expressed as a percentage and helps companies assess and compare the efficiency of their investments.
S
Sales Strategy
A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.
Salesforce
Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.
Second Moment of Truth (SMOT)
Second Moment of Truth (SMOT) – The Real Product Experience After Purchase
The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.
In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.
Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.
For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.
Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.
Semrush
In today's digital world, it is essential for businesses to be visible online. The competition is fierce, and without an effective search engine optimization (SEO) strategy and paid advertising, potential customers will pass by your website. This is where Semrush comes into play – a powerful all-in-one tool that helps marketers, SEO specialists, content creators, and businesses analyze, improve, and expand their online presence.
What is Semrush?
Semrush is a SaaS platform (Software as a Service) founded in 2008. Originally launched as an SEO tool, Semrush has evolved into a complete marketing solution over the years. The platform offers over 55 tools for various areas of digital marketing, including:
SEO (Search Engine Optimization)
Content Marketing
Competitive Analysis
PPC (Pay-per-Click)
Social Media Management
Market Research
PR and Link Building
With a database of over 25 billion keywords, 43 trillion backlinks, and access to data from over 140 countries, Semrush is one of the most comprehensive tools on the market.
Key Features of Semrush
1. Keyword Research
Keyword research is at the heart of any SEO strategy. With Semrush, users can:
Analyze search volume, competition, and CPC (Cost-per-Click) for keywords
Get keyword suggestions for long-tail keywords
Identify questions and related search queries
Track search trends over time
Especially helpful is the Keyword Magic Tool, which provides thousands of ideas based on a main keyword – including filters by search intent, language, competition, and more.
2. Competitive Analysis
Semrush allows for deep insights into competitors' strategies. Through the Domain Overview Tool, users can analyze metrics such as:
Organic Traffic
Paid Traffic
Backlink Profile
Top Keywords
Visibility in Search Engines
This enables quick recognition of how competitors perform in search engines – and which keywords or content work well for them.
3. On-Page SEO and Website Audit
A technically sound website is crucial for good SEO. Semrush offers comprehensive site audits that uncover hundreds of technical errors, warnings, and suggestions, including:
Loading Times
Broken Links
Duplicate Content
Meta Tags and Alt Texts
Indexing Issues
After the scan, users receive concrete recommendations for addressing the issues.
4. Backlink Analysis and Link Building
Backlinks are a central ranking factor. Semrush analyzes a domain's backlink profile and provides information on:
Number and quality of incoming links
Referring Domains
Anchor Texts
New and Lost Links
The Link Building Tool assists in actively building backlinks, e.g., through targeted outreach campaigns.
5. Content Marketing Toolkit
Content marketing is closely linked to SEO. Semrush offers tools to assist in all phases of the content lifecycle:
Topic Research: Idea generation based on current trends
SEO Content Template: Guidelines for optimal content creation
Writing Assistant: Artificial intelligence to analyze text quality and SEO fit
Content Audit: Analysis of existing content regarding performance
These tools particularly help content teams create content that appeals to both users and search engines.
6. PPC and Ads Analysis
In addition to organic search, Semrush also supports the optimization of paid advertising. Features include:
Keyword Research for Google Ads
Analysis of competitors' ads
CPC Estimation
Ads Preview
Creation of Ad Texts
This not only saves budget but also helps target relevant audiences more effectively.
7. Social Media Management
With Semrush's Social Media Toolkit, users can:
Plan and publish posts on multiple platforms (e.g., Facebook, Instagram, LinkedIn)
View performance data (reach, engagement, follower growth)
Compare competitors on social media
Thus, Semrush also offers centralized control for social media activities – directly from the dashboard.
Pricing Models and Target Groups
Semrush offers three main plans:
Pro – for freelancers and small teams
Guru – for small and medium-sized businesses and agencies
Business – for large companies with extensive requirements
All plans provide access to the essential tools but differ in data volume, user count, and advanced features such as historical data or content marketing modules.
A free trial allows interested parties to try Semrush before purchasing.
Advantages of Semrush
Extensive Data Base: Very precise and comprehensive SEO and marketing data
All-in-One Solution: No need to combine multiple tools
Regular Updates: Continuous additions and new features
Reliable Support: Tutorials, webinars, help center, and live support
Good User Interface: Intuitive and clear, even suitable for beginners
Disadvantages of Semrush
Cost: Relatively expensive compared to simple SEO tools
Complexity: The array of features can be overwhelming at first
Limitations on Lower Plans: Limited number of projects or reports
Conclusion: Who is Semrush Suitable For?
Semrush is suitable for:
SEO Professionals and Agencies who need detailed analyses and reports
Marketing Teams that want to work cross-channel (SEO, PPC, Social Media)
Content Strategists who wish to plan and optimize content based on data
Entrepreneurs and Startups aiming to grow strategically and improve their online strategy
For absolute SEO beginners, Semrush may initially seem complex, but with many training materials and its clearly structured setup, onboarding is quite feasible.
Summary
Semrush is much more than a SEO tool – it is a comprehensive platform for digital marketing. With its diverse functions and data sources, it is a valuable companion for anyone looking to be visible and successful on the internet. Despite the price, Semrush offers high value, especially through time savings, efficiency, and well-founded decision-making. Additionally, Semrush is continually being expanded for GEO.
dietz.digital works intensively with Semrush and offers full expertise on all topics related to this tool and opportunities in digital marketing as a Semrush partner.
SEO
SEO stands for Search Engine Optimization, which means search engine optimization. It involves measures that aim to make a website more visible in the organic (unpaid) search results of search engines like Google. The goal is to appear as high as possible for relevant search queries – because the higher the position, the more clicks and visitors the page receives.
SEO is divided into three main areas:
On-Page SEO
This involves everything that happens directly on the website. This includes:
Content: High-quality, relevant, and well-structured content that answers user questions.
Keywords: Important terms that users search for are targeted and integrated.
Technology: A clean website structure, fast loading times, mobile-friendliness, and a secure connection (HTTPS).
Meta Tags: Optimized titles and descriptions that are displayed in search results.
Pillar Page: Gateway page for overarching SEO content
Off-Page SEO
This involves external factors, mainly backlinks – that is, links from other websites to your own. These are considered recommendations and strengthen the credibility and authority of the page. The higher quality and more relevant the linking page is, the better.
Technical SEO
This includes measures like optimizing crawlability by search engines (e.g., with an XML sitemap), clean URL structures, or avoiding duplicate content.
SEO is a long-term process. It requires continuous maintenance, analysis, and adjustment. The advantage: Compared to paid advertising (e.g., Google Ads), good SEO consistently brings organic traffic – that is, visitors without additional costs per click.
In short:
SEO ensures that your website is well understood, evaluated, and found by search engines – thereby gaining more visibility, trust, and reach.
Visibility
Visibility – The Key to Digital Success
Visibility refers in the digital context to the perceptibility of a company, brand, or person on the Internet – especially in search engines, social networks, and on relevant platforms. Those who are visible online are found. And those who are found can grow, sell, or exert influence.
A central goal in online marketing is therefore to strategically build and continuously increase digital visibility. This is achieved through various measures, such as search engine optimization (SEO), social media marketing, content marketing, paid ads (SEA), or through good placements in industry directories and on review portals.
Visibility is particularly important on Google: For those who rank on page 1 for relevant search terms, they receive significantly more attention and clicks than the competition on later pages. To achieve this, high-quality content, technical optimization, good user experience (UX), and a well-thought-out keyword strategy are necessary.
But visibility is more than just a Google ranking. On platforms like LinkedIn, Instagram, YouTube, or TikTok, it also determines how strongly a brand is perceived. Likes, shares, comments, and the number of followers are visible indicators of relevance – and they, in turn, influence reach and trust.
Offline as well as online it holds true: Those who are not seen do not take place. Especially in today's flood of information, it is crucial to be present – at the right time, in the right place, and with the right message. Only in this way can target audiences be reached, leads generated, and customers retained.
Conclusion: Visibility is not a one-time measure, but a continuous process. It requires strategic thinking, creative content, technical know-how, and persistence. However, the effort pays off – because high visibility means more opportunities, more impact, and more success.
Master data
Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.
The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.
An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.
Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.
The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.
T
Targeting
Targeting is a marketing strategy that identifies and addresses specific target audiences based on demographic, geographic, psychographic, and behavioral data. The goal is to place advertising messages precisely to maximize the relevance and effectiveness of campaigns. This increases the likelihood of reaching and converting potential customers.
TCO
TCO (Total Cost of Ownership) refers to the total costs associated with owning and operating a product or service throughout its entire lifecycle. It takes into account not only the purchase price but also maintenance, operation, training, and potential downtime to assess long-term profitability.
Template
Templates in Marketing – Efficiency through Structure and Reusability
A template (German: Vorlage) is a pre-made, reusable format that specifies structure, design, and content elements. In marketing, templates serve to standardize processes, save time, and ensure a consistent brand image across all channels.
Templates are used in numerous areas:
Email Marketing: Templates for newsletters or automated campaigns enable consistent design and facilitate the production of regularly published content.
Social Media: Designs for Instagram posts, LinkedIn graphics, or Facebook banners ensure recognition and save design effort.
Landing Pages: Pre-made page layouts with placeholders for headlines, CTAs, and images speed up the creation of campaign-specific pages.
Presentations & Pitch Decks: Uniform PowerPoint or Google Slides templates convey brand identity even in internal and external communication.
Content Formats: Templates for blog articles, white papers, or case studies help in the consistent structuring of editorial content.
The great advantage of templates lies in their efficiency increase. Teams do not have to start from scratch each time but can rely on proven, tested formats. At the same time, templates ensure that corporate design, language, and tone are adhered to – especially important in larger organizations or with multiple parties involved in the marketing process.
Modern tools like Canva, HubSpot, Mailchimp, or Adobe Express provide pre-made templates or allow creating custom templates and sharing them within the team. It is important that templates should be flexibly adaptable to allow for creative freedom and not come across as impersonal.
Conclusion: Templates are a valuable tool in everyday marketing. They combine efficiency with brand strength – and help maintain quality and consistency across all measures.
U
UI/UX
UI/UX – User Interface and User Experience in Digital Design
UI (User Interface) and UX (User Experience) are two central concepts in digital design that are closely intertwined but focus on different aspects. Together, they ensure that digital products such as websites, apps, or software solutions are not only functional but also user-friendly and appealing.
UI (User Interface) refers to the user interface – that is, the visual design and interaction elements of a digital product. This includes colors, fonts, buttons, layouts, menus, and icons. The goal of UI design is to create an attractive, intuitive, and consistent interface that reflects the brand identity and facilitates navigation.
UX (User Experience), on the other hand, describes the overall user experience – from the first interaction with the product to the achievement of a specific goal, such as purchasing a product or submitting a form. It is about usability, logic, efficiency, and emotional impact. Good UX design takes into account the needs, expectations, and behaviors of users. It ensures that the use of a digital product is simple, enjoyable, and as seamless as possible.
The collaboration of UI and UX designers is crucial for the success of a digital product. UX designers analyze user needs, create user journeys and wireframes, while UI designers implement these concepts visually. Both disciplines use tools like Figma, Adobe XD, or Sketch for collaborative development.
Thoughtful UI/UX design leads to more satisfied users, higher conversion rates, and stronger customer loyalty. In an increasingly digital world, user-centered design is therefore not a luxury but a competitive factor.
User Experience
User Experience (UX) encompasses all aspects of a user's interaction with a product or service. The goal is to make the use intuitive, pleasant, and efficient. This includes design, functionality, accessibility, and the user's emotions. A good UX increases user satisfaction and engagement.
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Advertising contacts
Advertising contacts refer to the number of touchpoints between an advertising message and potential customers. They measure how often people see or hear an ad, regardless of whether they respond to it. Advertising contacts are important for assessing the reach and effectiveness of advertising campaigns, as they indicate the visibility of the advertisement.
Advertising effect
Advertising effectiveness describes the influence that advertising has on the behavior, perception, and purchasing decisions of the target audience. It is determined by various factors such as message, medium, frequency, and creativity. Effective advertising effectiveness increases brand awareness, customer loyalty, and sales figures by attracting attention and creating positive associations.
WhatsApp – The most popular messaging app in the world
WhatsApp is one of the leading messaging apps worldwide and was founded in 2009 by Jan Koum and Brian Acton. Since its acquisition by Facebook (now Meta) in 2014, WhatsApp has become an essential communication tool for millions of users worldwide. The app serves as a central platform for individuals and businesses to exchange messages, images, videos, and voice messages.
WhatsApp offers a user-friendly interface that allows for quick and easy communication with friends, family, and colleagues. Notably, it features end-to-end encryption, which ensures that only the sender and the recipient can read the messages, thus protecting users' privacy. WhatsApp is available on various platforms, including Android, iOS, and web, allowing users to communicate across devices.
Another standout feature of WhatsApp is the ability to create groups. These groups allow for chatting with multiple people simultaneously, which is particularly useful in professional and family contexts. Additionally, users can make voice and video calls via WhatsApp, making the app a comprehensive communication solution.
For businesses, WhatsApp offers a tailored solution with the WhatsApp Business version, enabling companies to communicate directly with customers. Features such as automated greeting messages, catalogs, and the ability to organize messages enhance customer service and communication.
WhatsApp has continuously evolved, introducing new features like status updates that can be shared similarly to other social networks, as well as payment integration in some countries.
Overall, WhatsApp remains one of the most important communication tools in digital everyday life. With its ease of use, security, and ongoing development, it has established itself as indispensable for modern communication.
WooCommerce
WooCommerce – The flexible e-commerce solution for WordPress
WooCommerce is one of the most popular and powerful plugins for building online stores on the WordPress platform. Since its launch in 2011, it has become a preferred solution for businesses of all sizes that want to sell their products or services online. WooCommerce is open-source software, which means it can be downloaded for free and customized as needed.
The plugin integrates seamlessly with WordPress and offers a user-friendly interface that allows even beginners to quickly create a professional online store. With simple installation and configuration, users can build a functional shop in a short time, equipped with various payment methods, shipping options, and product categories.
A major advantage of WooCommerce is its flexibility. It supports a variety of product types – from physical products to digital downloads to services and subscriptions. Additionally, it offers numerous extensions that can broaden its functionality, such as for payment gateways, shipping options, marketing tools, and much more.
WooCommerce offers high customizability, so it can be perfectly tailored to the individual needs of a business. With the right combination of plugins and extensions, any online store can be customized, from product presentation to the ordering process to customer communication.
Another plus is the strong community and the vast number of resources. Numerous developers and designers offer special themes, extensions, and tailored solutions to optimize the user experience and add additional features.
For businesses looking to build an online store that is easy to use, cost-effective, and scalable, WooCommerce is an excellent choice. It enables a quick market launch while providing the flexibility and control necessary for the long-term success of an e-commerce business.
Mundpropaganda
/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth
Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.
Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.
WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.
In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:
Campaigns with influencers or brand ambassadors
Customer reviews and testimonials on websites
Referral programs with incentives (e.g., discounts)
Experience marketing that encourages positive word-of-mouth
The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.
WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.
WordPress
WordPress – The Leading Content Management System (CMS)
WordPress is one of the world's most popular content management systems (CMS) and is used by more than 40% of all websites on the internet. It was launched in 2003 by Matt Mullenweg and Mike Little as open-source software and has since evolved into the largest and most versatile platform for creating and managing websites.
One major advantage of WordPress is its user-friendliness. Even without technical knowledge, users can quickly and easily create a website with WordPress. The platform offers an intuitive user interface that allows content to be edited via drag-and-drop. Themes enable quick customization of the design, and plugins allow for easy enhancement of the site's functionality.
WordPress is suitable for a variety of web projects, ranging from blogs and portfolios to corporate websites and online shops. Especially with the e-commerce extension WooCommerce, users can effortlessly integrate an online store that supports all standard payment methods and shipping options.
Due to the open-source nature of WordPress, there is a vast community of developers and designers who are constantly creating new themes, plugins, and updates. This allows users to easily personalize their websites and equip them with features such as SEO optimization, social media integration, and security measures.
Another advantage of WordPress is its search engine friendliness. With the right plugins and settings, the visibility of a website in search engines like Google can be significantly improved. Moreover, WordPress is future-proof due to its regular updates and support for modern web technologies.
In summary, WordPress is a powerful, flexible, and user-friendly solution for creating websites. Whether for small blogs, large corporate sites, or complex e-commerce platforms – WordPress provides everything needed for a successful online presence.
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XCode
Xcode – The Development Environment from Apple
Xcode is Apple’s official integrated development environment (IDE). It is used to develop applications for iOS, macOS, watchOS, and tvOS. Xcode offers a comprehensive collection of tools that allow developers to create, test, and debug software efficiently.
The IDE includes a code editor, an interface builder for graphical user interfaces (GUIs), a simulator for various Apple devices, as well as extensive debugging and performance analysis tools. Xcode supports programming languages such as Swift, Objective-C, C++, and Python (for supporting tasks).
A central component of Xcode is the Interface Builder, which allows visual editing of user interfaces. Developers can create user interfaces via drag-and-drop without having to dive deeply into code. Especially in combination with SwiftUI, Apple’s modern declarative UI technology, Xcode enables very fast previews and adjustments of apps.
Xcode also includes the iOS Simulator, which allows developers to test their apps on various virtual devices, such as different iPhone or iPad models, without needing actual hardware. This significantly speeds up the development and testing phase.
Another important feature is the close integration with TestFlight and App Store Connect, which streamlines the process from development to the release of an app.
Xcode is free and available through the Mac App Store, but exclusively for macOS. Due to its close integration with Apple’s ecosystem, Xcode is an essential tool for anyone looking to develop apps for Apple platforms.
XML Sitemap
XML Sitemap – Importance and Function
An XML Sitemap is a structured file in XML format that provides search engines like Google, Bing, or Yahoo with an overview of all important pages of a website. The main goal of an XML Sitemap is to help search engine crawlers find, crawl, and index web content – especially when dealing with large, new, or complex websites.
A typical XML Sitemap lists URLs and can contain additional information such as the creation or modification date of a page (<lastmod>), the change frequency (<changefreq>), and the priority of individual pages (<priority>). This information helps search engines better assess the timeliness and relevance of pages.
Example structure of an XML Sitemap:
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://www.beispielseite.de/seite1</loc> <lastmod>2025-04-27</lastmod> <changefreq>weekly</changefreq> <priority>0.8</priority> </url> </urlset>
XML Sitemaps are particularly important for:
Websites with a very large number of pages,
new websites with few incoming links,
extensive e-commerce stores with frequent content changes,
Websites with hard-to-navigate page structures (e.g., dynamic content).
While the Sitemap itself does not directly improve rankings, it ensures that all important pages can be indexed – a fundamental step for good visibility in search engines. It is advisable to regularly update the XML Sitemap and submit it to Google Search Console as well as other search engines.
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Yammer
Yammer – The Social Network for Businesses
Yammer is an internal social network designed specifically for companies to improve internal communication and collaboration. It was founded in 2008 and has been part of Microsoft since 2012. Today, Yammer is part of Microsoft 365 and integrates seamlessly with other Microsoft services like Teams, SharePoint, and Outlook.
The basic principle of Yammer is similar to well-known social networks like Facebook or LinkedIn – but with a focus on the workplace. Employees can share posts, ask questions, upload files, participate in surveys, or engage in discussions. Posts can be made publicly visible to the entire company or take place in closed groups, such as those focused on departments or projects.
Yammer promotes knowledge sharing and transparency within companies. Information that would otherwise be lost in emails is openly shared in Yammer and remains accessible for others. This strengthens corporate culture and the sense of community – especially in larger organizations or distributed teams.
Another advantage is its ease of use: The user interface is intuitive and resembles social networks, which keeps the barrier to entry low. Additionally, Yammer supports mobile apps, allowing employees to stay active on the go.
Typical use cases for Yammer include company-wide announcements, idea exchanges, feedback rounds, internal communities, or communication between management and staff. With integration into Microsoft 365, Yammer becomes a part of the digital workplace.
Overall, Yammer is a valuable tool for making communication more open, transparent, and collaborative. It brings together people who would otherwise rarely speak with each other – and helps companies share knowledge, break down silos, and work more productively together.
Yoast
Yoast is a Dutch provider of an SEO plugin for WordPress and TYPO3.
YouTube
YouTube – The world's largest video platform
YouTube is the best-known and most-used video platform in the world. It was founded in 2005 and acquired by Google in 2006. Today, YouTube is not only a place for entertainment but also an important platform for education, marketing, journalism, and creativity.
Users can watch, upload, comment on, share, and rate videos on YouTube. The range of content is vast: music videos, tutorials, vlogs, news, livestreams, documentaries, gaming, science, and much more. Anyone can create a channel and publish videos for free – from hobby filmmakers to professional companies.
A major advantage of YouTube is its reach. With over two billion monthly active users, the platform offers enormous potential for content creators and brands. YouTube is especially popular among younger target groups, who are increasingly replacing traditional media like television with online videos.
For many, YouTube is not just a platform but a profession: With the YouTube Partner Program, creators can earn money through ad revenue, channel memberships, or Super Chats. Collaborations with brands and affiliate links are also common sources of income.
YouTube is also a powerful marketing tool. Companies use the platform for product presentations, tutorials, customer communication, or promotional films. Through targeted video marketing and search engine optimization (SEO), new customers can be gained and brand awareness increased.
YouTube has evolved in recent years – with features like YouTube Shorts (short videos), YouTube Live (livestreams), and YouTube Music. Educational content is also gaining importance: many now use the platform as a free source of learning.
In summary, YouTube is a central medium of the digital world. It uniquely combines information, education, and entertainment – and offers everyone the opportunity to share content with the whole world.
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Zapier
Zapier – Automation for the Digital Everyday
Zapier is a powerful automation tool that allows you to connect various web applications without any programming knowledge. With Zapier, you can automate recurring tasks by creating so-called “Zaps” – automated workflows consisting of a Trigger and one or more Actions.
Example: When a new email with an attachment arrives in Gmail (Trigger), Zapier can automatically save the attachment to Google Drive (Action) and additionally send a notification in Slack (further Action). This way, everyday processes can be made more efficient, saving valuable time.
Zapier supports over 6,000 apps, including well-known tools like Google Sheets, Trello, Slack, Dropbox, Mailchimp, Zoom, Notion, Asana, and many more. The user interface is intuitively designed: Zaps can be configured via drag-and-drop without writing a single line of code. For advanced users, Zapier also offers options for using webhooks, filters, conditions, and formatting.
The tool is particularly popular among small businesses, freelancers, and marketing teams as it automates processes that would otherwise need to be done manually – such as transferring leads, syncing calendars, or sending emails.
Zapier offers various pricing plans – from a free version with limited functionality to professional subscriptions with advanced features and priority support.
In summary, Zapier is a versatile tool for process automation. It helps to use digital tools more intelligently and optimize workflows. For anyone looking to work more productively and spend less time on routine tasks, Zapier is a real asset in the digital workday.
Zendesk
Zendesk is a cloud-based customer service platform that helps companies provide efficient and user-friendly customer service. Founded in 2007 in Denmark, Zendesk quickly became one of the leading providers in the field of customer relationship management (CRM). The platform offers a variety of tools to centrally manage inquiries through various channels such as email, chat, phone, social media, and a help center.
A central component of Zendesk is the so-called ticket system. Every customer issue is recorded as a ticket that can be tracked, prioritized, and assigned to individual team members. This allows teams to maintain an overview even with a high volume of inquiries. Automations and macros help reduce repetitive tasks and shorten processing times.
In addition to the classic support module, Zendesk offers other products, such as for sales (Zendesk Sell), knowledge bases (Zendesk Guide), or live chat (Zendesk Chat). Through APIs and integrations with third-party software like Salesforce, Slack, or Shopify, Zendesk can be flexibly adapted to existing IT structures.
A significant advantage of Zendesk is its user-friendliness. The interface is intuitively designed, which shortens the onboarding time. Additionally, Zendesk provides extensive analytics features: dashboards and reports let companies measure and actively improve the performance of their customer service.
Zendesk is suitable for companies of all sizes – from startups to large corporations. Especially in a time when customer satisfaction is a crucial competitive advantage, Zendesk represents a powerful tool to ensure professional, fast, and personalized customer support.
Target groups
Target Audiences in Marketing – The Key to Effective Communication
The target audience is one of the central concepts in marketing. It describes the entirety of individuals or companies that should be addressed with a specific marketing measure. A clearly defined target audience enables companies to tailor their messages, products, and services precisely to the needs and expectations of potential customers – thereby minimizing wastage and increasing the likelihood of success.
Target audiences can be segmented based on various characteristics, such as:
Demographic: Age, Gender, Educational Level, Income
Geographic: Place of Residence, Region, Country
Sociographic/Psychographic: Lifestyle, Values, Attitudes, Interests
Behavioral: Buying Behavior, Brand Loyalty, Usage Frequency
In B2B marketing, additional criteria come into play, such as company size, industry, decision-making authority, or technology affinity.
The precise definition of the target audience is the foundation for choosing the right channels, content, tone, and advertising formats. A social media post aimed at young adults speaks a different language than a whitepaper for IT decision-makers in mid-sized companies. Targeted communication increases the relevance of the marketing message – leading to more attention, higher click-through rates, and better conversion rates.
Modern tools like Google Analytics, CRM systems, or marketing platforms like HubSpot help analyze and segment target audiences based on real data. Buyer Personas – fictional, detailed profiles of typical target audience representatives – are also a proven tool for better visualization and strategic alignment.
Conclusion: Those who know and understand their target audience can communicate more effectively, develop products according to demand, and build long-term customer relationships. The target audience is thus not only a strategic starting point but also a lasting focal point of successful marketing efforts.
Zoho
Zoho – The All-in-One Business Software for Companies
Zoho is a comprehensive cloud-based software suite that offers a variety of applications for businesses of all sizes. The Indian company Zoho Corporation was founded in 1996 and has since become a global provider of business software. Zoho is particularly known for its wide range of tools that cover almost all areas of a company – from sales and marketing to accounting, project management, and customer service.
A key product from Zoho is Zoho CRM, a powerful customer management system that helps businesses organize their customer relationships, track leads, and optimize sales processes. In addition, Zoho offers tools like Zoho Books for accounting, Zoho Projects for project management, Zoho Mail for email communication, and Zoho Desk for customer service tickets.
One of the greatest advantages of Zoho is the seamless integration of its various applications. Users can map their entire business processes in one system without relying on third-party vendors. This saves time, reduces sources of error, and increases efficiency.
Zoho offers flexible pricing models – from free basic versions to comprehensive business plans for larger companies. Zoho is particularly attractive for small and medium-sized enterprises that are looking for a cost-effective and scalable solution to build or enhance their digital infrastructure.
The user interface is modern, clear, and easy to understand for beginners. Additionally, Zoho places great importance on data protection: Data is processed in compliance with GDPR, and there are data centers in various regions worldwide.
Conclusion: Zoho is a versatile, powerful, and affordable toolkit that helps businesses grow digitally, automate their processes, and work more productively – all from a single source.